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[In the early] to mid 1980's, [Southern Comfort] put up a few billboards (this was when alcoholic beverage companies & cigarette companies were still allowed to advertise on television, in magazines & on billboards... and, as I recall, it was less than twenty) in various places throughout the [United States] to test a new marketing strategy. (Viral marketing was not yet a thing but companies were constantly trying to hook the US consumer on a phrase or a jingle. Mcdonald's & Pepsi consistently had the most popular ads during this time.)

The billboard was quite simple. It had a bottle bottle of [Southern Comfort] to the right and the words "Liquid Panty Remover" (in brown letters, each word having its own line) to the left, all on a plain beige background.

Several women's movements were outraged and so they were (often) featured on the front page of newspapers and (sometimes) made the lead story on network news... all without showing the sign or even saying the words "Liquid Panty Remover." (This was a time when newspapers were still relevant and there were no 24 hour cable news stations since cable television was still in its infancy.)

After the uproar, Southern Comfort quickly took down all of the billboards and I think they moved that particular ad to men's magazines such as Playboy.

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