The meaning of life is '42'

Until 2002, no new brands had entered the pure spirit industry in 30 long years. Vodka was for old men. But when not-so-old man Geoff Ross spotted a foreign vodka ad claiming the product came from “a seriously pure country far, far away”, he said, “oh, hell no!” A newer, even purer product was sparked with a squeaky-clean marketing campaign to match. 42 Below vodka became purity for purists.

Published on New Zealand Marketing magazine website Stop Press

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