by Josh Taylor, graphic designer

In a recent Ad Age article, it was noted that whiskey producer Southern Comfort will be shedding its entire media plan, dropping all print and television advertising, to move company branding completely into the digital realm.

Frankly, it’s shocking. Southern Comfort isn’t the first company to go the all-digital route, but this is certainly surprising coming from a 120 year-old, proven manufacturer of a timeless product. The change makes sense according to the company’s ad challenges: major advertising limitations for the industry, a shifting demographic, and stiff competition (no pun intended). But to completely remove its presence from traditional media altogether still sounds crazy. How can a company of this size and reputation really forego television and print, the great bastions of the advertising world?

Then I noticed some of the places they’ll be putting their content, advertising and sponsorships. Browsing the list, it became clear that this could be a brilliant move. As a member of their proclaimed demographic (21-29), I can’t say that I see too many SoCo advertisements, but if the list is any indication, I won’t be able to escape it any more than any of us can escape death or taxes.

It’s hard for anyone my age to avoid the networking and social draws of Facebook, so as I go to stalk my friends every night, SoCo’s going to be there. When I go to Spin to listen to the top 50 cover songs of all time, SoCo will be there (they’ll even give me 10 free downloads!). (more…)