Last year, SoCo spent $6 million of its $8 million media budget on cable TV, and $1.5 million on magazine ads.
This year, those numbers have become zero. Instead, they have decided to spend their entire budget on digital media, including Facebook, Spin, Fader, Pitchfork, Thrillist, and Hulu.
They have decided to focus more on ages 21-29, and TV has become less effective in reaching that audience. The major shift has been caused by this group, the youngest legal-drinking-age consumers.
The internet is the place to stretch a $10 million budget. SoCo will be able to create brand awareness in bars, retail, and even events. The recession has caused different consumer trends. “Consumers are less inclined to make complicated drinks,” says CEO Don Berg of Brown-Forman.
They are also able to escape the restrictive rules from cable networks, and leave a more significant footprint against competitors. Remember, many national networks still do not accept liquor advertising.
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