42 Below Nothing -
42BELOW is a New Zealand Vodka brand in the Bacardi portfolio. It has plenty of love through on-trade brand ambassadors, but limited awareness. We were tasked to give 42 Below a brand personality and get some love from a community of urban, style-conscious, creative consumers, and we couldn’t ignore it’s heritage within the Kiwi community either!
We created a unique campaign of Nothing™. Derived from the line “Nothing in the air, Nothing in the Water, Nothing™ in 42BELOW” showcasing the purity of the brand. Through social media & real world outreach we invited individuals to come and have a drink for nothing™ at events held each week at callooh callay in Shoreditch, London. Just before the event we would announce a new ‘currency’ on facebook that fans could use to exchange for a drink. from buttons to boxes they came in droves to claim a free perfectly designed cocktail in our branded coffee cup. The campaign was a great success, driving lots of online buzz and hype for us to grow upon…Starting in 2012 with on-bottle POS for it’s launch in off-trade.