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Re: Re: [sharechat] -42c IPO - smoke and mirrors

From:	"Steve Moxham" <steve@stevemoxham.com>
Date:	Wed, 1 Oct 2003 07:49:19 +1200

You know, I think what separates 42Below from other brands is their celebrity appeal. This more than anything else will help in securing distribution agreements. If you've got celebrities drinking it at the Emmy awards, celebrities promoting it, etc, every distributor is going to want to get their hands on it. Why? Because its a proven success. America is THE celebrity culture. If they're seen drinking it, everyone else will want to. That might be quite simplistic, but I wouldn't underestimate the power of celebrity in the bargaining process. It removes the risk from distributors.

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