42Below Vodka Drinks To Vice TV
Bacardi Limited's 42Below vodka is the exclusive sponsor of the latest Web series on VBS.TV, the online television network of Vice, a media company that includes Vice Magazine and other properties.
The seven-webisode series, "League of Two," profiles innovative "dynamic duos" working in the fields of music, film, food, fashion and design, capturing the "agonies and ecstasies" of working in collaboration.
42Below has prominent logo adjacencies on the new series' Web area (vbs.tv/leagueoftwo), and each webisode begins with "42Below presents...". In addition, its "vodka professors" have created a special drink to be promoted in conjunction with the series sponsorship, called "The Duo" (42Below, Martini Bianco and a lemon twist).
"As a brand that celebrates independent spirit, creativity and being a bit different from the rest, 42Below vodka saw an opportunity to showcase thriving creative duos with 'League of Two,' so we jumped at it," sums up the vodka's brand director, Joe Metevier.
The first duo profiled in the series is Andy Spade and Anthony Sperduti, founders/principals in the innovative hybrid design agency Partners & Spade, located in Manhattan's NoHo district. Other duos profiled include the principals in electro-pop lifestyle band YACHT, the menswear line Duckie Brown; architecture/designed space firm Roman & Williams; "culinary architecture" firm Bompas & Parr; and the electrofunk band Chromeo.
42Below, a premium vodka manufactured in New Zealand, was launched in 1998 and acquired by Bacardi Limited in 2006. Now distributed in more than 25 countries, its name refers to both its alcohol content and the 42nd latitudinal parallel that falls near its manufacturing site.