ABOUT

When the world said New Zealand couldn’t make a decent vodka they were right. One Kiwi brand went and made an award winning one. Then sold it back to them.

That was 42Below, the vodka that began life in a Wellington garage, before winning a bunch of awards taking over the world and finally purchased by Bacardi-Martini. Since then 42Below had begun to loose some of that spark so when we were challenged to reposition and reignite the brand and connect it to it’s modern audience we jumped at the opportunity.

42Below’s rags to riches, rocky-esque underdog story of is yet another tale of Kiwi ingenuity. Living in New Zealand aka the purest place on earth has given Kiwi’s their unique perspective on the world. Often forgotten they’ve continually innovated to find original, ingenious and often humorous solutions to lifes problems (vodka being no exception). We believe this attitude was worth sharing and encapsulated the sentiment in the brand idea ‘Pure Vodka in a Dirty World’ which aimed to call out the BS and inspire a little more originality in this dirty world we live in.

The juxtaposition in the brand idea became a thread that defined everything we created from the collage visual aesthetic through to the way we spoke on social where we provoke and address current affair with the down to earth witty Kiwi sense of humour.

Our work culminated in the updated brand position and guidelines alongside a brand advocacy platform, social strategy and a lifestyle shoot used to relaunch the brand.