Brown-Forman this year is investing the $7.5 million it spent in 2008 on cable TV and magazine ads for its Southern Comfort brand in a Web-centric campaign that will include placements on Facebook, Thrillist and Hulu. "As we've focused more on 21 to 29, TV becomes less and less effective at reaching that audience," said Lena DerOhannessian, the brand's U.S. marketing director.

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