Bring Home The Simple Pleasures Of Bar Life

Cause who says you can’t have fun within the constraints of your home?

The year 2020 has been… interesting, to say the least. During mid-lockdown, numerous brands released digital campaigns to spread awareness, encouraging everyone to stay home, socially distant and follow CDC’s guidelines. Some of these brands stood out due to their unique digital marketing strategy and one of them is no other than Ryan Reynolds’ Aviation Gin.

Embrace the nostalgia

Having been stuck at home made us all desperate to go out, but you know what they say — the pandemic is not over just because you’re over it. But who says we can’t have fun within the constraints of our home? With a digital campaign titled “Memories”, Aviation Gin helps us embrace nostalgia for a simpler time (which was actually only a few months ago).

Not too long ago, we were all able to head out for a fun night with friends to hit some bars, have some quality time and possibly even make some questionable decisions. Aviation Gin taps into these memories and encourages its consumers to order bottles online and bring the fun home. With home delivery service, Aviation Gin brings you that “first sip that makes it seems like anything, or anyone, was possible” to the comfort of your home.

Taking a step further, Ryan Reynolds announced to also donate 30% of proceeds to the U.S. Bartenders’ Guild to support the bartenders who “really, really miss you”. This donation was greatly acknowledged as it was for a great cause, especially in a time when out-of-work bartenders needed our support more than ever.

Not only did Aviation Gin stay true to its brand identity and distinctively amusing narration by no other than Ryan Reynolds, it also raises awareness on the global pandemic while encouraging everyone to bring the fun home and heartwarmingly donating a notable amount to the bartenders amidst the coronavirus outbreak.

Parents-gin conference

As the back-to-school period approached during the lockdown, Ryan Reynolds introduced a new 1.75-liter Aviation Gin bottle with more ounces in order to help those teaching their children at home amid the coronavirus pandemic. To help parents through the stresses of teaching, the brand launched a special ‘homeschool edition’, claiming the huge bottle an “official sponsor of Parent-Gin conferences”.

As stated by Ryan Reynolds, the new variation can “help with a variety of subjects: fourth-grade geography, whatever the f*** new math is, and revisiting your own long-forgotten school traumas.”

I don’t know about you, but I could not think of a more Ryan-Reynolds way of addressing parental concerns more than this. He perfectly captured the witty essence of the brand while staying personally relatable, especially in times of the coronavirus.

If you find the video amusing, check out some of these hilarious responses by some parents. As a father of three, Ryan Reynolds sure understands the stress of homeschooling, and the parents sure love the new 1.75-liter bottle.

So, what’s the takeaway?

The global pandemic is still far from being over but now that we are all getting a hang of the “new normal”, does 2020 feel like a fever dream to anyone else? It does to me. One great thing I learned from 2020 was that marketing peaks when brands speak the language of the consumers and make their campaigns more empathetic than ever.

Aviation Gin puts the consumers at the heart of its digital campaign and understands their psychographics thoroughly. While addressing the global pandemic, Ryan Reynolds stays consistent with his brand personality, getting his marketing campaign to resonate with the consumers through personally relevant messages and a scintillating, dry sense of humor.

I am neither a bar life enthusiast nor a parent, but Ryan Reynolds can sure talk me into ordering home a 1.75-liter bottle!