42 Below Cocktail World Cup
"Why should entertainment be born from studios and producers when it can be born from a brand?" says 42 Below Chief Vodka Bloke Geoff Ross.
"If the brand story is strong enough, it can create its own story. And that is what we have done: create a story around the 42 Below Cocktail World Cup that goes out to New Zealand - and the world."
The 42 Below Cocktail World Cup took place in Queenstown in September - 42 of the world's best mixologists journeyed from across the globe for an extraordinary cocktail competition like no other. Bartenders shook a Cosmopolitan while bungy-jumping off the Kawarau Bridge, mixed a Martini on the Shotover Jet and created a cocktail on top of the Remarkables, before the spectacular grand final shake-off at Earnslaw Park.
And it was all caught on camera.
Geoff Ross adds, "What's great about creating a show of the 42 Below Cocktail World Cup is that the world gets to see our brand in its home environment. Millions of viewers around the world will be achieved - and there is no way we could have paid for that with advertising.
"We're working out how to tell stories around our brands that people want to watch - and we're having fun doing it because you just can't fake that sort of thing."
The 42 Below Cocktail World Cup 2006 will screen at 10.30pm on TV2, Tuesday 12 December - don't miss it.