Bacardi is set to distance itself from TV-led advertising with the drinks firms suggested some of its brands may shift their entire budget to social and digital marketing as it looks to target the younger market.
Global chief marketing office Dima Ivanov refused to completely rule out further TV advertising but said he “sits in the camp” of those who believe the medium has had its day.
“I would agree with that [that TV has become less relevant] and it is proven by the fact how much time the younger generation spend watching any TV program,” he told Mumbrella. Read More….
In its forthcoming review of alcohol advertising self-regulation, the Federal Trade Commission will look at digital and social media for the first time. Ben Cooper believes that, in spite of the industry expanding its codes to cover these media, the review may shine a spotlight on an area of particular sensitivity for the alcohol sector. Read more…
The FTC and consumer watchdog groups are looking closely at how marketers of alcohol brands are having on Social Media. Unlike the general rule of TV, whereby 30 percent of the audience is under 21, social media is more challenging….