“A Lesson or Two From Ryan Reynolds & Aviation Gin” by Phillip Stutts

In all my years of marketing, I have seen some AMAZING and HORRIFIC “stunts” from both big and small businesses.


What intrigues me the most is when businesses successfully employ a political marketing “mindset” I highlight in FIRE THEM NOW.


And I haven’t stopped laughing at the most recent one…YOU’VE GOT TO READ THIS.


Did you see this insanely funny and effective story on Aviation Gin and actor Ryan Reynolds (also a major investor)?


So here is what happened — while appearing on the “Tonight Show with Jimmy Fallon”, Reynolds revealed his Aviation Gin email (which resulted in a crash to the Aviation Gin server after 20,000 emails started to flood in.)


Why do people care about knowing his work email?

  • He’s a celebrity and people want to connect with a celebrity
  • They wanted to read his latest hilariously funny “out-of-office” email


If you haven’t read the article or seen the video clip, click here and get ready to have a serious laugh!


What started as a funny way to feel like a part of his newly invested company has turned into a brilliant marketing campaign that has brought Aviation Gin millions of dollars in free advertising.

What you can learn from this brilliant marketing idea:


1.  A virtually unknown brand of gin created millions of dollars in FREE publicity from one idea.

2.  The power of using a celebrity, not just as a silent “face” but to have them use humor to give the consumer a positive feeling about the company AND generate profits.

3.  The company grew its marketing email list by over 20,0000 in one day (until it crashed)!

4.  Get more bites of the apple. This marketing idea was so successful, you better believe Reynolds will do more humorous “out of office” emails in the future.

5.  Aviation Gin has now created a sustainable brand and they must build on top of that with a great tasting product AND more “out-of-the-box” marketing. One hit wonders come and go. They must sustain it now.


I write in great detail about these principles in my book FIRE THEM NOW, where I outline several similar examples of botched PR campaigns. Moving forward, I plan to regularly post more about these fun and shocking stories.


If you know of anyone that will enjoy these types of writings, have them subscribe at PhillipStutts.com or just email me at ps@phillipstutts.com and I’ll add them to the list.

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