Ryan Reynolds isn’t just an actor that managed to switch from romantic comedies to starring in Marvel blockbusters. He’s also successfully transformed from acting to business. Reynolds has become the ambassador and owner of the liquor company Aviation American Gin, America’s original craft gin. Created by a pioneering bartender, Ryan Magarian and a master distiller, Christian Krogstad, in Portland Oregon, Aviation Gin is a drink that’s as versatile as the witty actor himself.
Distributed by fine spirit importer Marussia Beverages and owned by the popular Hollywood star Reynolds, the gin brand released a series of commercials that promote its cool image. The four-week campaign focused on OOH and used a series of data resources to help consumers easily identify the gin. These efforts put the spotlight on the actor, who quite boldly claims that “Aviation is the best gin on the planet.” The best part? You would actually believe him!
For this week’s #ThrowBrandThursday, you should prepare some popcorn because we invite you to a short cinematic experience that will make you at least laugh out loud. The industry is already crowded with tons of various gin brands, but Aviation American Gin cleverly uses its co-owner to create a buzz around it. How? The brand simply asked the actor to explain to the world what makes the gin so delicious.
The process starts with meditating from 4 am and riding the scooter down to the grove to mist the citrus fruits with nothing else than the actor’s tears. Yes, you’ve read that right. Plus, all of Aviation Gin’s botanicals are “humanely caught, cage-free, and grain-fed.” Then, each berry is individually approached and each gets a personal apology from Reynolds before he cheekily utters: “We beat the living hell out of them.” Once the process is done, the bottles are ordained by the Unitarian Church of Fresno California and then serenaded by Sarah McLachlan. Not a typical way to create a gin, right?
“I’ve tried every gin on the planet and Aviation is, hands down, the best. Also, I don’t recommend trying every gin on the planet. Stick with this one,” exclaims Ryan Reynolds, Owner at Aviation American Gin.
In case the production process wasn’t absurd enough, the star then comes up with a series of absurd and amusing taglines. Still, he is so good at what he does, that none of us will look at Reynolds as if he were a pompous businessman. Rather, the viewers perceive him as a man who means business. Just check the video below to see how he tries to find a good slogan for the gin.
The last commercial comes with yet another hilarious bit from the actor. It just shows the gin bottle alongside the actor’s signature. Titled “Dedication,” the video shows just how involved Reynolds is in creating unique containers for the gin, portraying the actor as he blows glass and shapes it himself to deliver the bottle we know. He gets emotional while he engraves his signature onto the bottle. Lastly, he mentions how far he would go for this company, concluding that he would never go too far… Not sure if we believe him there, though.