Southern Comfort Goes All-Digital

Next year, Southern Comfort will spend their entire $8 million media budget on digital media.

Brown-Forman’s Southern Comfort brand — weary of jostling for notice with other spirits brands during the narrow nightly window when they are permitted to advertise on cable — is taking its entire media buy digital, allowing it access to programs online it couldn’t touch on TV.

Southern Comfort finds itself in a legal situation where it has limited ability to effectively advertise on TV, so they’re rare, but not completely unique. Not every brand can abandon TV and magazines for Hulu and Pitchfork, but if one from the 1800s is ready to focus exclusively on digital media, I think we’ll see more companies consider it.

From: Southern Comfort Pours Entire Media Budget Into Digital [AdAge.com]

Picture of Dan posted by Dan Nordquist on July 30th, 2009 at 2:45 pm  Permanent link to this post

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