Liquor Advertisers Party With Cable, Completely Miss Target

Perhaps liquor companies haven't heard that television viewership is declining as they are still bathing in the excitement of seeing themselves on TV. And their agencies seem to be in the same tub.

"Print does a fairly good job for the liquor industry," he added, "but it's great to be able to flex your TV muscles, if you will, and deliver your message in 15 seconds," said Ellis Verdi, president at DeVito/Verdi in New York, which is creating the Grey Goose spots, for Sidney Frank Importing running on Bravo and Golf Channel

Flex your muscles? Now that's a compelling and strategic reason for advertising in a medium that has shown dramatic declines in viewership recently, especially in liquor marketer's primary demographic. Sure, cable delivers some effective niche targeting but smart marketers know the muscle flexing is now occurring on the Internet and with the use of viral marketing.