Southern Comfort Goes 100% Digital

Southern Comfort has changed its entire media budget to digital, per AdAge. Due to network restrictions, liquor can only be advertised during evening cable shows on TV. Because the space is so crowded with competitors, SoCo could not garner pod exclusivity. The funds they spent on cable and magazines is now going online.

What's fascinating is they are able to partner with the national TV network sites with some of their key prime programming. Why do the networks accept these ads and not broadcast versions?

This strategy also speaks to the trends of the recession. A lot of twenty-somethings are cancelling their cable/satellite subscriptions to watch TV online. And they're drinking at home more often. When the economy recovers, SoCo may have gained share, but also may need to rethink this. Or not. It will be interesting to watch.