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Southern Comfort has become known in the past few years for its quirky, faux-epic TV commercials from Wieden + Kennedy. But the agency and brand launched a new campaign Wednesday that goes in a totally new direction—featuring digital shorts, created in Taiwanese animation, that are designed to worm their way into your newsfeed and teach you a brand-new word to say at the bar.
That word is "ShottaSoCo," which the liquor brand hopes will become a commonly used, roll-off-the-tongue way of saying "shot of Southern Comfort."
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