New Zealand based 42 Below Vodka went from making absolutely no profits, to being an internationally recognized (and loved) brand. The company's rapid growth has been accomplished through "viral marketing," or using person-to-person selling without the originator's involvement, through the use of web-based postcards, text messages promoting company events, and "virals". In doing so, however, the company has also engendered controversy over its ads and executive statements.
This is a story of Pink Dollars, Russian brides, fake blogs, and online wars. The story features a company that breaks the rules of image and relationship management, and doesn't "give a toss" about the consequences; of the praxis of public perceptions and public relations; and a look into a place where corporate social responsibility is not only honored, it is blatantly disregarded. This is the 42 Below story.
Interesting to see how something with such controversial statements directed at the majority of the worlds people can spread a somewhat positive image so quickly. An impressive but risky marketing strategy i must say!
It is very risky, thats true, but what made the world more accepting was the fact that 42 Below Vodka also insulted New Zealand, along with the rest of the world. If they only focused on one country in specific, now there would have been massive problems.
That is very true, by singling out individuals it would have been detrimental to their reputation. A company that recently did this unintentionally was Yum Brands, better known in Australia as KFC and pizza hut. They created a big uproar over in the US by presenting a black stereotype (i believe that's politically correct now) within the Australian advertising market. The interesting thing is while they got slammed in the US, the Australian response towards the add was actually quite positive purely due to the fact that high seated American politicians tried to force what can be considered American stereotypes upon what was considered to be Australian culture.
For those interested you can see the add here. http://www.youtube.com/watch?v=FftZt-Dw_hQ
Interesting to see how something with such controversial statements directed at the majority of the worlds people can spread a somewhat positive image so quickly. An impressive but risky marketing strategy i must say!
ReplyDeleteIt is very risky, thats true, but what made the world more accepting was the fact that 42 Below Vodka also insulted New Zealand, along with the rest of the world. If they only focused on one country in specific, now there would have been massive problems.
ReplyDeleteThat is very true, by singling out individuals it would have been detrimental to their reputation. A company that recently did this unintentionally was Yum Brands, better known in Australia as KFC and pizza hut. They created a big uproar over in the US by presenting a black stereotype (i believe that's politically correct now) within the Australian advertising market. The interesting thing is while they got slammed in the US, the Australian response towards the add was actually quite positive purely due to the fact that high seated American politicians tried to force what can be considered American stereotypes upon what was considered to be Australian culture.
ReplyDeleteFor those interested you can see the add here.
http://www.youtube.com/watch?v=FftZt-Dw_hQ