Post by account_disabled on Jan 6, 2024 17:01:51 GMT 8
TestToolkitsWebinarseBooksPremiumMore ← Back to Articles Oct 17, 2023 Aviation American Gin: Using Humor to Lift Spirits ArticlesDigital StrategySocial Media Marketing 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 one brand acquired for over $600 million (Aviation American Gin) in just two years, and another (Mint Mobile) selling for $1.5 billion! That’s just what Ryan Reynolds accomplished by being a disrupter. The 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.
Plus he's been busy creating waves turning around the Welsh football club Wrexham WhatsApp Number (covered in a FX series) and hanging out with famous friends at the New York Jets game (anyone heard of Taylor Swift?!) 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… First, let’s look at the fascinating history of gin, a history that has reflected differing cultural attitudes over the centuries. A brief history of gin If you go into a bar today, you’ll probably see bottles of gin displayed behind the bar. But that wasn’t always the case. In the U.K. (long the world’s biggest consumer of gin) an act of parliament, called The Gin Act, was introduced in 1734 which taxed the spirit and made it mandatory to have a license to sell it. The spirit was blamed for being “the principal cause of all the vice and debauchery committed among the inferior sort of people”.
This print ‘Gin Lane’ by William Hogarth was published as a pair with ‘Beer Street’ to show the health benefits of drinking beer compared to the effect of drinking gin. Gin Lane print, Hogarth Gin Lane print, Hogarth Plus, you’ve probably heard of the more modern term ‘Gin makes you sin!’ adding to gin’s notoriety as a spirit. Unlike beer, which is brewed, gin is distilled in a still and when the column still was created in the 1830’s gin became easier, cheaper, and cleaner to make. This sparked a renewed interest and saw Victorian gin palaces open, turning gin into the drink of the sophisticated. When Russian vodka came onto the scene in the 1960s people once again moved away from gin (a notable exception being James Bond’s martini which symbolically