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Consumers won’t be seeing much of Southern Comfort in the traditional media space this year. The liquor brand has moved all of its marketing dollars to the digital space, marked by the launch of new ads targeting tech-savvy 21- to 29-year-olds.
Four new Internet-only spots ask, “What is Southern Comfort?” The ads answer the question by celebrating the brand’s New Orleans heritage. “Celebration” and “One-of-a-kind” focus on the uniqueness and creativity associated with New Orleans, while a third centers on the brand’s creator M.W.
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