42 Below Response To Gay Australia
For Immediate Release – September 26, 2003
42 BELOW chases Pink Aussie dollar
New Zealand vodka maker 42 BELOW has launched a tactical marketing effort in Australia to win over gay vodka drinkers, following research showing that Australia is the gayest country on Earth.
Chief Vodka Bloke Geoff Ross said that the company had sent additional staff to Australia to support those already there for the Sydney bar show, and had launched a viral email ad campaign using the company’s award-winning New Zealand radio advertising as it’s base to target the Pink Dollar.
“The gay market is important to us so the discovery that Australia is the gayest country in the world prompted us to invest in a short, tactical campaign to raise awareness of our product across the ditch.”
Mr Ross said that the gay community in New Zealand had responded well to the company’s irreverent and humourous pitch to the market, and he expected that fun-loving Australians would find it equally refreshing.
News of Australia’s prowess as a gay nation came in the annual Durex sex survey published this week in the Australian media. It found that 17 per cent of all couples in Australia were living in a gay or lesbian relationship – the highest of all countries surveyed.