The Shout Magazine (New Zealand)

42BELOW redesigns to relaunch to global market

Creative agency GLOCK has unveiled new creative for heritage New Zealand-based vodka brand, 42BELOW.

Twelve years after originally partnering with 42BELOW, GLOCK has refreshed the branding and is rolling out a multi-faceted campaign that retains 42BELOW’s provocative spirit while also modernising its approach to relate to – and capture the imaginations of – today’s drinkers.

The team brought on New Zealand-based writers to ensure the tone of voice reflects 42BELOW’s Kiwi roots as the campaign is rolling out globally.

“Working with 42BELOW was one of the highlights of my early career, and to revisit it now more than a decade later has been absolutely wonderful,” says Carsten Glock, founder of GLOCK.

“It’s a rare gift to return to a brand so close to my heart – and I’m proud of how my team has taken what’s always been so great about 42BELOW and infused it with new life.”

42BELOW was founded by Geoff Ross in 1999 when he decided that a pure country like New Zealand would be a great place to make a pure vodka.

The brand was sold to Bacardi Limited for $138 million in 2006.

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