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Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. Today, Aviation Gin’s Adrian Molina shares his feeling on losing out in the first round of Adweek’s #MarchAdness tourney. Below, in his own words, he takes us through the past three years.
The challenge
Heavy is the crown. After somehow winning back-to-back March Adness tournaments as the underdog, I knew Aviation Gin had a target on its back entering the tournament for a third time.
The process
After learning how the voting worked, we saw an opportunity to leverage some fun “brand roasting” with zero expectations of making it past the first round as a small gin company with a celebrity owner.
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