SHARE put Southern Comfort Black up against a well-known American whiskey competitor and asked people across the UK to compare the taste in a blind test.
The challenge
Southern Comfort came to us for advice on how to drive trial and traffic of their brand new whiskey to a younger audience, and gain insight into their perception of the product. From previous analysis, we knew the younger demographic were not typically used to discovering whiskeys, and those who did enjoy it had preferences driven by the most popular whiskey brands in the world. With this in mind, we wanted an idea – or an experience – that would not only get people to trial our new product, but actively choose it over another. So we created the Taste Challenge, an interactive, blind taste test of Southern Comfort Black against an industry-leading whiskey, to help do just that.
SHARE on tour
With our 18-24 audience in mind, we took our Southern Comfort Black Taste Challenge experience on the road to shopping centres and student unions in Chelmsford, Manchester, Sheffield and Liverpool. In the lead up, we served localised ads to these areas to let them know we were coming and where to find us. On site, we built a bespoke Southern Comfort Black bar that was void of any biased branding during the tasting experience, accompanied by a survey – that participants also answered blindly – on product taste, smell, comparison and recommendation.
