Blue 449 has announced the launch of Aviation American Gin’s first UK marketing campaign. The quirky gin brand, distributed by fine spirit importer Marussia Beverages and owned by actor Ryan Reynolds, is known for its tongue-in-cheek personality.
The four-week campaign will focus on an out-of-home campaign which uses a combination of data sources to help identify gin and retail ‘hotspots’. The cheeky creative sees Reynolds claim that ‘Aviation is the best gin on the planet’ and will feature across the carefully selected POS digital 6 sheets to drive awareness in these gin-sipping retail zones.
Making its mark in an already crowded marketplace, Aviation American Gin uses its new co-owner to create a buzz around the brand in a funny video (above), explaining what makes the gin so delicious.
In addition to the OOH activity, Blue 449 will be using vignettes such as this to mobilise the hordes of Ryan Reynolds fans on social media to drive awareness via paid and earned media. Reynolds famously bought the gin brand back in 2018 because he liked it so much.
Lindsay Turner, CEO, Blue 449 and Spark Foundry UK, said: “We’re so thrilled to be the first media agency to work with Aviation American Gin. We strongly believe in its product offering and are delighted they have chosen us to manage their media planning.”
Lewis Starnes, Senior Business Director at Blue 449, will be leading the team.
Sarah Gandy, Head of Marketing at Marussia Beverages, said: “We’re incredibly excited to see Ryan and the Aviation brand hit UK shoppers. Blue 449’s use of data to help identify and target the best stores and outdoor panels has been critical and we look forward to seeing our brand and sales grow as a result.”
The campaign rollout, which started at the beginning of August, will last until the first week of September. The product can currently be bought in Asda, and online via Amazon UK, The Whiskey Exchange and DrinkSupermarket.com.
Source: Blue 449