Marketing activity will kick off in the new year with text messages and e-mails. SMS messages will be sent out at 9pm on Fridays and Saturdays to influence 18- to 29-year-old males to drink Southern Comfort.
An e-mail campaign will lure youths to a microsite where they can win prizes.
Earlier this month the Diageo-owned brand launched TV activity through Arnold Worldwide with the strapline 'Comfort and joy between friends'.
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