Standing out from the crowd to recruit a new cohort of gin drinkers
Global BTL Toolkit
We redefined the traditional gin category to unlock Aviation American gin and recruit a new cohort of gin drinks via their distinct liquid story, unconventional delicious serves and championing its unique positioning through our comms.
We built a distinctive new brand world so that our global toolkit for Aviation Gin could deliver inspiration and visual reference of how it comes to life in a retail environment. By 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 in culture and support increasing awareness to drive incrementally in the category.