Southern Comfort Uses Taiwanese Animators to Burn the Word 'ShottaSoCo' Into Your Brain

Digital shorts move the brand away from TV


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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