- Brand : 42 Below vodka
- Channel : 5-star hotels, Bars
Brief: Launch and grow 42 Below vodka in Asia
Approach: We built, activated and grew the China market for 42 Below vodka from 2004-09, starting with China and later moving into other North East territories including Taiwan, Hong Kong, Japan & Korea. This included creative strategy, lead generation, channel development, trade activation and promotional execution.
Result: In the last month we outsold Grey Goose vodka in China, before being bought out by Bacardi. We went on to work for Bacardi when they took over the brand.