To get 42 Below to the point where multinational booze behemoth Bacardi wanted to buy it, Geoff Ross and his gang of merry vodka purveyors had to master the dark arts of PR and viral marketing. They were shameless, controversial, funny and confrontational, and, as a result, they managed to tap into a wide array of media networks to help establish the brand's reputation.
You can read about the whole entertaining tale of 42 Below in the great new book Every Bastard Says No, which was written in conjunction with his wife Justine Troy. But if you don't want to pay for the privilege, then just come up with a fake headline to help give Geoff Ross yet more exposure and publicity and sell more copies of the book. So bang your effort on the comment wall and the three best, most enticing and most controversial fake headlines will get a copy.
And, if you haven't already seen it, here's the viral ad to promote the book.