Southern Comfort goes all in online

Southern Company has decided to focus their advertising efforts online. That's actually an understatement. Their decision wasn't simply to make online advertising the most important aspect of their advertising campaigns. They actually decided to make it the only form of media they use for promotion.

This might be a very smart move for Southern Comfort. The internet is superior to television in that it is much easier to find a target audience. This is especially true when the target audience is between the ages of 21-29,which is exactly the age group Southern Comfort is going after. Magazines are a good way to reach specific consumers, but the reach leaves something to desire. Also, advertising online is significantly less expensive. They will be able to produce many more promotional pieces for the same price.

Advertising alcohol on television is definately restricted. Most networks only allow it during certain times of the evening, and other competitor's Ads will be run at that same time.

I do, however, question their all in method. While I agree that the most of the advertising budget should be dedicated to the internet, I feel that traditional advertising is still effective. Taking your name out of the many that are shown during broadcast's alcohol advertising period will only make competitive brands easier to remember.