Southern Comfort, the Brown-Forman-owned whiskey brand, has announced that it is to place its entire media spend into digital advertising.
The brand, which spent around $8 million on measured media in 2008, is keen to exploit online opportunities such as Facebook, Twitter and Hulu, as it begins to focus more on the 21- to 29-year-old age bracket.
The shift comes on the back of the intense crowding of spirits brands within a limited TV schedule, which has come as a result of heavy restrictions on where and when spirits companies can advertise.
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