Southern Comfort
New Orleans Knows

Sazerac approached RTO+P to pitch a brand refresh and 360 campaign for Southern Comfort, recently acquired from Brown-Forman. Our key insight: “New Orleans, and nowhere else.” The spirit of New Orleans is resilient. They make the best out of everything—and always find the silver lining. From jazz funerals, to natural disasters, to whiskey spoiled from the trip down the Missisippi River—New Orleans always knows to take everything in stride.

Pulling influence from 50’s jazz record sleeves, blues culture, vernacular signage and the rich culture of Louisiana, we crafted a campaign that instantly could be recognized as “None Genuine But Mine”. OOH was supported by activations ranging from a Vice/Snapchat series on New Orleans dive bars with singer Frank Ocean, to branded "Southern Comfort Legend Lounges" at music festivals, an AI chatbot, livestreamed street performances, and eccentric in-bar promotions.