42BELOW
42BELOW is a vodka from New Zealand. Which is a country.
When the world said NZ couldn’t make a decent vodka they were right. They made an award winning one. That was 42BELOW, the vodka conceived in a Wellington garage by Geoff Ross. With a lack of vodka knowledge but a whole lot of determination and ingenuity he took the world by storm and in the process wrote the manual for the way every modern challenger brand behaves with 42BELOW’s iconic and provocative advertising.
Over time the brand had begun to lose some of their spark so when we were approached to reposition the brand and connect with their modern audience we jumped at the opportunity.
An isolated island and forgotten by the rest of the dirty world.
Our journey with 42BELOW unveiled the essence of their appeal: a unique Kiwi attitude born from the isolation of their island home. This pure and irreverent perspective inspired the brand idea ‘Pure Vodka in a Dirty World,’ challenging norms and championing originality. This concept guided our creative process, shaping the visual aesthetic and social communication with a down-to-earth Kiwi humour.
Our efforts led to a transformative outcome, including an updated brand positioning, guidelines, a brand advocacy platform, a focused social strategy, and a compelling lifestyle shoot. The result reflects our dedication to preserving 42BELOW’s Kiwi spirit while redefining its place in our complex world.
