Southern Comfort boozing it online
ADOTAS — I used to be a SoCo man until age and low tolerance caught up with me.
So I was pleased to see that the Southern Comfort brand is joining the digital age with both woozy feet, as it were. According to AdAge, Brown-Forman’s brand is taking its entire media buy digital, allowing it access to programs online it couldn’t touch on TV. Last year, SoCo spent $6 million on cable TV, and another $1.5 million on magazine ads. This year, the media buy, lower than the $8 million spent last year, will go to properties such as Facebook, Spin, Fader, Pitchfork, Thrillist and Hulu.
Lena DerOhannessian, the brand’s U.S. marketing director, told AdAge that SoCo’s tight focus on the youngest legal-drinking-age consumers drove the shift. “As we’ve focused more on 21 to 29, TV becomes less and less effective at reaching that audience,” she said. “It was getting harder and harder to hit our target without so much waste.”
You wonder when Congress will start complaining about the intrusion of alcohol advertising to impressionable youths.
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