42 Below targets Grey Goose and Belvedere

Super-premium vodka brand 42 Below has taken the next step in its Asia expansion, launching in two key markets in China - Beijing and Shanghai.

The supporting marketing campaign features mainly below-the-line executions developed by creative boutique Confucius Says in conjunction with 42 Below, including showcase events, cocktail-making competitions, online viral initiatives, public relations and word-of-mouth.

"There has been a huge investment in hotels, bars and restaurants in China, and the money that has gone in there really has created some of the best bars worldwide," said Geoff Ross, chief executive
of New Zealand-based 42 Below.

"(China has) done it in a way where they realise they have to catch up and be at the cutting edge," he added.
Squarely pitched at affluent consumers in China, Ross - former DDB New Zealand managing partner and Saatchi & Saatchi NZ suit - admits the biggest challenge will be attracting high-end Chinese drinkers, who typically favour incumbent luxury brands, Grey Goose (Bacardi) and Belvedere (LVMH).

"That's what we're starting to work on now, but we're a bit different. We're just one brand whereas they're both from a group of brands," said Ross.

Creatively, Ross said the brand would approach consumers in its renowned cheeky and irreverent way, a tactic which Ross says differentiates the brand from its competitors.

The China launch of 42 Below comes after a busy twelve months in Asia, which has seen the brand rollout in  Singapore, Thailand, Japan, Malaysia, Indonesia and most recently, Hong Kong.

42 Below will handle media planning and buying in-house.