Ryan Reynolds ( @VancityReynolds) is a great actor, but maybe, he’s an even better marketer.

He was apart of acquiring Aviation Gin in 2018.

Diageo acquired them for $610 million last month.

Their growth was heavily fueled by hit ad campaigns that helped build the brand
This isn’t the first time Reynolds has been a part of genius marketing.

Deadpool had a budget of 58 million and earned $745.7 million worldwide.

According to Reynolds, for a superhero movie, they had a “cocaine budget” that had to turn every dime into a dollar.
Reynolds marketing strategy focuses on authenticity, speed and authorship.

He believes this helps people relate to the brand and also, feel like the brand is theirs to a degree.

This fosters a relationship between the consumer and the brand that feels real.
Reynolds focuses on 2 key driving factors to make this happen when creating ads for Aviation Gin.

The first is what he calls “fast-vertising.”

“Fast-vertising” is being able to create ads that respond to cultural events immediately to command the conversation.
Remember that sh*tty Peleton ad where they got slammed for being sexist?

Well, Reynolds saw this as an opprutnity for Avaition Gin.

The Peloton went live on a Tuesday and went viral for all the worst reasons.
By Friday, Reynolds and his team had a sequel created to the peloton ad, published, that included the same actress from the peloton ad.
Within 72 hours, Reynolds and his team were able to acquire the actress, write the script, find a location, film the ad, edit it, and have it live.

The Aviation Ad? A HIT!

If you haven’t seen it, check it here…after this thread.
The second driving factor is what they call “Diet Storytelling”

Meaning, they want to hone in the power of storytelling in a way that the audience will engage with it, knowing it’s an ad, but, feel like they’re part of it.
This is what Reynolds leans into to help build meaningful relationships between brand and consumer.
Brands can easily implement these two factors

1.Quick turnover on ads that are relevant in culture

2.Storytelling that doesn’t hide the fact that it’s an ad but instead embraces storytelling to combat the fact that it’s an ad.
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