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effective way to get your brand seen by people thatmay have never come across you otherwise. Aviation American Gin has capitalizedon trends in the public arena to raise brand awareness. One of those trends wasthe Bottle Cap challenge inspired by MMA fighters unscrewing the top from awater bottle with a roundhouse kick). It went viral across social media and ahost of celebrities took part such as Jason Statham, John Mayer, and MariahCarey. Bottle Cap challenge Bottle Cap challenge Seeing an opportunity,Reynolds created a video featuring the head of an Aviation American Gin bottle : until Ryan Reynolds comes on screen and kicksthe bottle out of shot before running away. The video posted on his YouTube

channel has over 18 million views. In 2019, Pelotonreleased a 30-second ad ‘The  Japan WhatsApp Number List Gift that Gives Back’ that got huge backlash fromthe public and media along with being turned into a meme across socialnetworks. It was criticized for being ‘sexist’ and ‘privileged’ as it featureda woman being given a Peloton bike for Christmas. Peleton meme Peleton memeSeeing an opportunity Ryan Reynolds contacted the Peloton actress and created avideo - ‘The Gift that Doesn’t Give Back’ just days after the original ad wentlive. It shows the actress in a bar drinking Aviation Gin to help her getthrough the ordeal of the advert backlash by toasting to “new beginnings”. On occasion,Reynolds taps into a newsworthy event by introducing a new Aviation AmericanGin

spokesperson to raise brand awareness. When LeVarBurton was lined up to be the new host of TV game show Jeopardy, he wasfeatured in a video promoting the spirit. In light of a disagreement over NFLplayer Tom Brady on a podcast, former player Ryan Fitzpatrick promoted AviationAmerican Gin as part of their deal with the NFL as the ‘new Ryan’. Become aworld class digital marketer Double up on social media Social media is a greatfriend to Aviation Gin. The brand’s humorous tone and messaging lend itself togaining traction on social platforms and has the bonus of promoting content ontwo channels - Aviation American Gin and Ryan Reynolds. The brand is fullyactive across social channels with the highest follower counts on Twitter andFacebook.