Standing out from the crowd to recruit a new cohort of gin drinkers

Global BTL Toolkit

We recruited a new cohort of gin drinkers for Aviation American gin by using their unique liquid story, unconventional & delicious serves and distinctive positioning, to create disruptive BTL comms and give them a differentiated voice in the category.

Our global retail toolkit provided inspiration and guidance, showing how Aviation can shine in on & off trade environments. By also leveraging the “Ryan Effect” (use of well known, American actor and Aviation brand ambassador Ryan Reynolds) in our comms, we were able to land a relatively unknown brand into popular culture, boosting awareness to drive incrementality in the category.