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Southern Comfort goes digital
Southern Comfort is to place its entire media budget into digital. This could just be code for "we are slashing our media budget in half", but it is interesting to see brands recognise the value of advertising around programming online in a less cluttered environment.
Last year, SoCo (the most irritating of self-appointed nicknames) spent $6m on cable TV and $1.5m on print of its $8m budget.
With its focus on 21-29 year-olds, SoCo believes that Facebook, Hulu et al are more appropriate places to advertise. It must also be appealing that restrictions relating to alcohol advertising aren't quite so stringent online as they are on TV.
Via Adage
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