Southern Comfort is finding some comfort in advertising on the Web. The Brown Forman brand took its entire media buy to the Internet, enabling it to advertise on streams of TV programs when it would never have been able to buy time on the broadcasts of the same programs, AdAge.com reported.

The company will also target online properties such as Facebook, Spin, The FADER, Pitchfork, Thrillist and Hulu, according to AdAge.com.

SoCo spent $6 million of its $8 million measured-media outlay for 2008 on cable TV and another $1.5 million on magazine ads, but both of those media are off its list.

SoCo U.S. marketing director Lena DerOhannessian told AdAge.com:

As we've focused more on 21-29, TV becomes less and less effective at reaching that audience. It was getting harder and harder to hit our target without so much waste. You're usually in the same program, if not the same pod, with another spirits advertiser. That was just a game we didn't want to keep playing.