Southern Comfort

has returned to TV with an extensive national cable and digital buy coinciding with the off-premise roll out of the new Southern Comfort Lime.  The 15 second spot runs through December on sports, entertainment and comedy channels, including ESPN, ESPN2, Comedy Central, E!, USA Network, TBS, Discovery, FX, and Spike.  The campaign will also be supported with a digital buy on programming such as The Office and Late Night with Jimmy Fallon on NBC Universal; BrightRoll online placement on leading networks, such as ESPN and Spike, among others; and on Facebook.  The off-premise program for the new Southern Comfort Lime, built around the mystique of a New Orleans gator – specifically a gator tail and graphics from the TV spot – will be a common thread at most points of the interaction.  Key off-premise elements will feature clings of gator prints and the tail, barrel coolers, shelf talkers, neons, ceiling danglers, and hangtags.