Southern Comfort sponsored two Live Music Weekends taking place at Butlin's in September 2017. Iconic was tasked with creating a Southern Comfort activation that would:
- Increase brand visibility
- Drive incremental sales
- Enhance the overall Live Music Weekend customer experience
With every purchase of a Southern Comfort Cocktail Pitcher, Iconic implemented a quality 'gift with purchase' mechanic to drive incremental sales; whilst using eye catching POS throughout all venues within the Live Music Weekend.
Customers were impressed with the high quality of free gift with purchase items available, and perceived the mechanic as delivering real added value, which contributed to enhancing their overall Live Music Weekend experience and rise in Southern Comfort wet sales of 95%.