The music track for the TVC was written and performed by Jeff Skunk Baxter (The Doobie Brothers). Baxter was flown to Australia to perform live on various national TV shows and radio stations in support of the campaign. The jingle was extended and included as the opening track on a 12-track branded compilation, packaged with a small 300ML bottle of Southern Comfort. Approximately 100,000 units of the gift box were sold during the Christmas promotion. We sent the “Baby Animals” to New Orleans on a ‘writing trip’. The band made sure to take photographs on Bourbon St before returning to Australia to tell everyone about their inspirational adventure.
We produced a controversial On-Premise promotion in bars. A black American musician was hired to visit bars with a saxophone strapped over his shoulder. Jay was to drink Southern Comfort and befriend some of the patrons. He would shout a few drinks as he would talk about music and life as a performer. Jay would play the sax and the crowds would offer to buy him a drink in appreciation. “What do you drink?” Southern Comfort of course – the drink of New Orleans!