42 Below appoints Smak Canadian agency of record
By Adnews Staff
New Zealand-based vodka company 42 Below has hired Smak of Vancouver as its Canadian agency of record. “Smak has the edge and funk we’re looking for,” said Mark Richardson, the company’s global business development manager. “We do very little traditional advertising and after a year of spot work, including the brand launch in British Columbia last year, we know Smak inherently understands our brand.” Most recently Smak managed an event called the “42 Below Cocktail World Cup Qualifier,” during which a Canadian bartender was selected to travel to New Zealand for a competition involving the mixing of cocktails while participating in activities such as bungee jumping, white water rafting and repelling. Smak’s new assignment will include advertising, events and publicity activities. The vodka is currently sold in British Columbia, Alberta, Nova Scotia and New Brunswick. It will launch in Ontario this fall.