Ryan Reynolds Hits Viral Gin Marketing Gold
He ghost-wrote a hilarious review for his own liquor brand, Aviation Gin; the “likes” are still rolling in.
Most celebrities who invest in liquor brands, as has become a trend, probably leave the marketing decisions to others. Ryan Reynolds is not one of them.
The “Deadpool” star has said he is “passionate” about “inventive, ground-breaking marketing.” And when it comes to building brand awareness for his spirits brand, Aviation American Gin, which he acquired and became the face of last year, he has shown himself to be a true viral marketing genius, with hilarious videos aplenty, and also proven that he is not afraid to get in there and get his hands dirty.
The latest proof: Last week, Reynolds posted to Twitter and Instagram what appeared to be a screen grab of an Amazon review of Aviation Gin. (Though … was it?)
“I loved this review of Aviation Gin someone sent me after I wrote it,” Reynolds wrote atop the screen grab.
The five-star “review” was credited to “Champ Nightengale” and it is funny.
“I just tried Aviation Gin for the first time … I loved it and hated it. What?! Let me explain…,” the faux review began, going on to call the gin smooth and easy to drink.
That was the love part. The hate? “I wish they’d provide some kind of warning about how much you’re supposed to have. I had a lot ….” the Reynolds-penned review continued. “When I woke up the next day, I mentioned to my wife Linda that last night must have been a REAL blowout because I slept in my clothes. Even my shoes! I also noticed it was really hard to look out the window at the Seattle skyline. Partly because of the bright sun (I’ve always been sensitive to light) but also because I don’t live in Seattle. I live in Coral Gables, Florida. Also, it’s important to note, until that morning, I’d never met anyone named Linda.”
The Twitter post has been “Liked” around 128,000 times and elicited more than 750 comments, including one that underscores Reynolds’ move to make exposure lead to new customers: “Awesome!!! Too funny! I hate gin. I’m trying this,” wrote one highly amused and equally suggestible person.
On Instagram, Reynolds got an even bigger response: 748,661 likes and counting – and the comments are still rolling in. Among them was one reportedly from Reynolds’ own mother.
“Ahhhh…. yes… I thought I heard my son’s voice in that narrative!!” Tammy Stewart Reynolds wrote, according to People.
A mother always knows.