Knife-edge Marketing

A Miami Herald feature puts the spotlight on the man behind 42 Below’s aggressive US marketing campaign: James Dale. Despite having no professional training, 35-year-old Dale has successfully carved a niche in the ultra-competitive world American liquor advertising. He describes his frequently controversial approach as “spider-monkey marketing – nimble, cheeky moves – as opposed to guerrilla (gorilla) marketing.” Some of his riskier gimmicks include a “win a Russian bride” contest and the New York “Snow Patrol,” where vodka shots and snow shovelling services are offered to frozen nightclub bouncers. “You do walk a very careful line [between controversy and public backlash],” says Adrants.com editor Steve Hall, “But 42 Below vodka has just straddled that line perfectly.”


Tags: 42-Below Vodka  Adrants.com  James Dale  Miami Herald  New York City  Steve Hall  US marketing  

Sustainability is Abel’s Top Note

Sustainability is Abel’s Top Note

Artisanal companies from Britain to New Zealand are putting environmentally sensitive production, practices and packaging at the centre of their business models, Isabella Kwai reports for The New York Times. Based between…