🌠 The Most Extraordinary Marketing Coup Case Study?

Ever wake up one morning and think to yourself:

“Jeepers self, I sure wish I could really improve my overall body strength/abilities by diving earlobe first into superb martial arts training?”

And if so, did you ever THEN think:

“Jeepers self, those days are long since gone… could I perhaps interest you in raising and lowering coffeecup exercises instead?”

If so, soooo much empathy I have for you… but that’s a talk for another day and time.

Today, let’s focus instead upon that most brilliant of marketing coups – Aviation Gin taking advantage of the insanely stupid social media backlash of a holiday purchase concept:

An extremely expensive bike (2K) that shows a fit woman using it (and shows her husband in the commercial as well).

The insanely bizarre backlash?

How *dare* a commercial focus on a thin woman who shows what might be required to *stay* thin (aka health, biking and the like) and then even includes the woman’s actor husband looking on and validating her exercise?

Seriously – the insanity that arose defies description:

However, the really cool part about this?

Actor Ryan Reynolds (Deadpool), besides being an actor, is also a superb marketer… and within 15 days, debuted an ad for his Aviation Gin company that used the Peloton woman actress:

What’s so incredibly brilliant about all of this?

Ryan capitalized upon the truly batty tendancies of the current “outrage culture” – look for something, anything, and then cause a huuuuge social media furor about it.

It truly does defy description.

And *thats* most likely why the following article was written:

marketingland.com/how-the-peloton-woman-in-aviation-gins-ad-will-be-a-case-study-on-marketing-genius-for-years-to-come-272503

It showcases how one company (Ryan’s company) took advantage of the big huge media backlash and basically did NOT parody it… but instead show a possible result from it (as in, why is this happening to meeeeeeeeeee?)

Ryan has done some like this in the past: