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Oct 24, 2022

Aviation American Gin: Using humor to lift spirits

Written by Clodagh O’Brien

We live in a culture where celebrities can be powerful influencers. As a result, many celebs increase their personal brand and earning power by endorsing products. Just think of all the perfume and skincare ads with famous faces involved. 

But there’s a difference between simply putting your name to a product and being the creative force behind it, to seeing the brand acquired for over $600 million in just two years!

That’s just what Aviation American Gin and actor Ryan Reynolds accomplished by disrupting the gin category. Their secret? Using digital marketing tactics and clever PR that build authenticity and tap into the natural humor and sarcasm of Reynolds that he’s now famous for. 

How did Aviation Gin differentiate itself in a sector rooted in tradition and what can we learn from its innovative digital marketing strategy? Let's dive in…

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Clodagh O’Brien
Clodagh O’Brien

Clodagh O'Brien is a content creator and strategist. Over the last 12 years, she has created and managed content for many SMEs and global brands. She's passionate about digital marketing and the impact of technology on culture and society. You can find her on Twitter or LinkedIn.  

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