42BELOW’s NOTHING Campaign Captivates London’s Shoreditch Crowd

May 21, 2012 - PRLog -- New Zealand vodka maker 42BELOW's foray into the UK market starts off with a bang as the company unveils its cutting ad campaign titled 'NOTHING'.

Created by London based ad agency Hypernaked, the 'NOTHING' campaign emphasizes the purity of the Kiwi made vodka with the tagline: “Nothing in the air, nothing in the water, NOTHING in the vodka”. The campaign focused primarily on social media sites and in-bar promotions and offered an innovative new way for patrons to pay "nothing" for cocktails containing 42BELOW vodka. The "pay nothing for 42BELOW" proved to be a huge hit among London's bar-hoppers, who arrived in droves to claim their free cocktail using the currency of the week (buttons, boxes, etc) as announced in 42BELOW's UK Facebook page.

The 7 week centres on the Callooh Callay Cocktail Bar on Rivington Street, Shoreditch. The upscale Shoreditch bar turns into a hive of activity every Thursday as mobs of Londoners descended on the bar to see what all the fuss is about the new vodka brand from New Zealand.

Needless to say the campaign was a huge success and cemented 42BELOW's reputation among young, hip and style-conscious consumers throughout the UK. The fact that 42BELOW also won several ‘International Wine & Spirit Competitions’ in the UK didn't hurt either.

Taking its name from the latitude at which it's distilled (north of Wellington in New Zealand's 42nd parallel); 42BELOW's primary selling point is the purity of the air and water with which it is made. As the makers of 42BELOW like to point out, the vodka is distilled in a location that boasts the worldwide benchmark for water and air purity. This emphasis on clean and pure ingredients not only makes for a good tagline in advertising campaigns, it has also translated into several major international awards for the brand.

Even before the media campaign to appeal to more casual fashion conscious club goers, 42BELOW has enjoyed a cult following among bartenders and cocktail aficionados in the high-end UK market. The brand is targeted at the premium drinks market with an eye to becoming a regular fixture both in clubs, bars and pubs as well as off-licences throughout the country.

42BELOW vodka is sold as the original 40% alcohol by volume spirit, as well as several flavoured variants like Kiwi, Honey, Feijoa and Passion.

Korora Gifts offer 42 Below Vodka as part of there exciting range of Hampers and Gift Baskets. To view there range visit http://www.kororagifts.co.nz