Browsing: Every Bastard Says No

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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.