Southern comfort going all digital


Apparently, the advertising restrictions on cable TV for the Brown – Forman product Southern Comfort were difficult to navigate. Due to this, they have decided to pour their marketing budget towards digital.

“Last year, SoCo spent $6 million of its $8 million measured media outlay on cable TV, and another $1.5 million on magazine ads. This year, both those numbers will drop to zero in favor of online properties such as Facebook, Spin, Fader, Pitchfork, Thrillist and Hulu.”

Now they can advertise on whatever show they might have wanted to offline, but without the restrictions, pretty savvy, I must say. I am also guessing that they will hit their target audience which they arguably would have missed by continuing down the offline path.


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