On the back of Southern Comfort's popular TV spots, more than half of all searches related to the liqueur involved recipes or product questions. People didn't know how to drink Southern Comfort. So, Wieden+Kennedy New York turned the Southern Comfort website into an online recipe book designed to educate and inspire people with new ways to drink the liqueur. While most alcohol brands tell people how best to drink their spirit, Southern Comfort now did the opposite. The website showcased recipes from the public and visualised them through an appropriately simple illustration style. In contrast to the typically complicated artisanal and mixology-based rhetoric used by alcohol brands, the site also featured information on Southern Comfort's many variations and the company's history, all presented with a disarmingly normal tone of voice.
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