Creativity in Public Relations

42 Below.  This is now one of my favourite new brands to watch – simply because of a series of videos my friend Andrew just shared with me today which rocked my world and motivated me to explore a bit more about the brand.  42 Below is a company that makes vodka and gin, using some of the purest water in the process thanks to their location – at the 42nd parallel also known as New Zealand.  The company basically seems to follow a jackass marketing approach – and i use the term jackass in a positive way as to me it just means a very unique vibe and voice in all of thier communications with people all over the world that love good vodka and gin.  They have a certain kind of attitude they are expressing with some of their recent irrevent yet extremly compelling campaigns. 

But first, you need to check out a series of videos the brand has commissioned that are hilarious and entertaining and most importantly, have nothing to do with the brand at all (beyond the connection to the same vibe these videos and the brand both have obviously).  42 Below is basically having a bunch of guys wearing white snow suits out in the world doing random things just for fun, or just “because they can,” personifying the brand’s rallying cry.  This phrase perfectly expresses the attitude many New Zealanders have about the world around them and which is a driving force for 42 Below in all they do.  The video that I first saw shows some of the snow suit guys in the middle of the night placing blow-up dolls on Bronte Beach in Australia (right down the road from me) – and when the sun comes up it shines the light on thier mischief as hundreds of dolls are laid out all over the beach.  Other videos have the snowmen out putting wrapping paper on cars, building some rainbow out of chairs and even a spaceship made out of milk cartons – all randomly happening in cities in Australia and New Zealand with no explanation or direct brand connection – just random acts of fun for all. 

It’s a strong brand that decides to use part of its marketing budget on this kind of fun – and i love it.  The brand is holding true to its essence in such a unique way and is counting on trendsetters and general word-of-mouth to make the connection back to 42 Below naturally, giving the company even more credibility for not being a brand trying too hard to look cool.  

So I naturally went to the company’s website and the snowmen are no where to be found.  What I did find, however, are a number of additional examples of a company strong in its marketing and messaging direction and sticking to it.  Like the company’s cocktail world cup event (held in September) which combined drinking and extreme sports (hysterical).  Or the way you can sign-up for some “hot spam injection” when you decide to get news from the company and can also select to get funny stuff or info from the vodka university. 

I’ll be keeping my eye on 42 Below to obviously continue to learn and be inspired by brands trying new things, but also just as an average consumer who loves brands entertaining their fans (and potential fans) in a whole new way.  Drink Up!