Top PR Campaigns

@World_Record_Egg and Aviation American Gin

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Jade Middleditch

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February was a busy month for PR campaigns. From IKEA installing hot tubs along the river Seine to promote its new bathroom range, through to Ford launching the anti ‘mattress-hogging’ bed to promote its lane assist technology. Our favourite campaigns, however, involve a world-record breaking egg and gin, Britain’s favourite alcoholic beverage.

Aviation American Gin

Ryan Reynolds is generally known for being a Hollywood movie star, but did you know he also owns a gin company? Reynolds bought Aviation American Gin last year and since then has embarked on a marketing strategy which has had everyone laughing. The first ad which was released in December, titled ‘The Process’, ended with the line “Aviation, an American original, now owned by a Canadian” and this level of humour has continued into the latest ad.

The video, titled ‘Truce’, features Ryan Reynolds and Hugh Jackman. The pair have been set the task of creating an ad for each other’s respective beverage brands to settle their social media war. It begins by showing Reynolds’ perfectly crafted ad for Jackman’s Laughing Man coffee brand before revealing Jackman’s ad for Aviation American Gin, which turns out to be just another jab in the social media war between the two.

Why we like it: The video has been effective in its aim to gain the public’s attention as it currently has over 5 million views. It is no surprise that Ryan Reynolds is great at marketing though, previously he has been part of an impressive marketing campaign for the Deadpool movie franchise so has had the perfect opportunity to pick up some tips. Adapting a similar mindset and strategy to a consumer brand is clearly effective.

World record-breaking egg

The @world_record_egg first appeared on Instagram back in January with the aim to become the most-liked picture on Instagram. It succeeded in doing this when it knocked Kylie Jenner off the top spot after receiving over 52 million likes. With little other explanation, the image had people across the globe wondering what it meant and importantly, why an egg?

These questions were answered at the start of the month when a video of the egg cracking was uploaded to its profile. The message was simple, the egg was cracking under the pressure from the social media attention it was receiving. The video clearly raised awareness for the negative impact that social media can have on mental health and further encouraged people to talk about it if they were suffering too by linking to the egg’s website which lists mental health services across the world.

Why we like it: What was originally thought to be a social media fad, swiftly turned into a campaign with an important message. Better yet, it perfectly demonstrated the message behind the campaign.

Is your brand looking to make a similar impact? Contact us to see how we can help.

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