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.”