Those jolly 42 Below vodka folks don’t miss a chance to capture publicity and this time they did it with the aid of Rolling Stone’s Keith Richards who ended up in an Aukland hospital after he fell from a coconut tree in Fiji while the band was in the are for a New Zealand concert. While Richards was in the hospital, 42 Below sent cricketer Dion Nash and a woman dressed like a nurse to deliver a few bottles of vodka to Richards. Photo op and planted publicity ensued. Then, of course, the company made an ad in honor of Richards and the event.
