Aviation Gin’s Full Frontal Nudity; Marvel’s Superpowered Marketing Strategy: Friday’s First Things First

Plus, what’s a ‘director of empathy’?

aviation gin bottle
The stunt is a play on OnlyFans.com, a content subscription platform for independent creators. Wyatt Kane - Aviation Gin bottle
Headshot of Jess Zafarris

Welcome to First Things First, Adweek’s daily resource for marketers. We’ll be publishing the content to First Things First on Adweek.com each morning (like this post), but if you prefer that it come straight to your inbox, you can sign up for the email here.

Ryan Reynolds’ Aviation Gin Launches OnlyGins.com With a Naked Bottle

Aviation Gin let it all hang out yesterday with the launch of OnlyGins.com, a play on the sex worker-dominated platform OnlyFans. The brand tweeted the URL (which redirects to the Aviation website) with a photo of a—gasp—unlabeled bottle of its gin by photographer Wyatt Kane, setting Twitter astir about the implied seductiveness of the messaging. In true form, brand owner Ryan Reynolds cheekily chimed in with “Who in the effervescent f*ck approved this?”

The stark truth: Discover why the brand presented a promiscuous view of this now extra-adult beverage.

Learn from Ryan Reynolds, Andrea Brimmer, Sadira Furlow, Dwyane Wade, Marc Pritchard, Brad Hiranaga, Julian Duncan, Katie Puris and more during Brandweek, a fully imagined virtual experience on Sept. 14-17. Take 20% off with code FTFEDIT.

Despite a Constant State of Crisis, Media Buyers Still Show Interest in TikTok

TikTok continues to war with the U.S. government, but that’s not scaring off potential buyers who are eagerly eyeing the continually expanding user base. It is, however, keeping those buyers at somewhat of a distance as they watch to see what happens with the app’s potential sale in light of President Trump’s two executive orders that instruct companies and citizens not to do business with parent company ByteDance after Sept. 20. TikTok’s vp of global business solutions, Blake Chandlee, says advertisers are seeking assurance that the audience will be there in the future—and he says that it will be—but buyers have received varying levels of communication from the company in recent months.

Staying attractive: TikTok has been bolstering its business offerings, creator program and self-serve ad platform. But will it be enough?

Also in social media news: 

After Facebook initially said Apple’s iOS 14 rollout could cause it to cease collecting IDFAs, which would hinder the performance of its Audience Network up to 50%, Apple said it would delay its IDFA requirements in order to give app developers time to adapt. Now, Facebook says it will continue IDFA collection on iOS 14 pending an update from Apple.

Premium | How Marvel’s Marketing Machine Pivoted in a Blockbuster-less Summer

While Marvel movies aren’t in theaters (at least until November, when the delayed Black Widow movie is due out), the Marvel brand will still be everywhere. The brand and developer Square Enix are applying the same powerhouse marketing strategy that has helped Marvel’s movies top box office charts to its new video game Marvel’s Avengers. That strategy includes partnerships with a broad range of companies including Verizon, Vizio, Intel, Mars Wrigley’s 5 Gum and even the Ad Council.

Blockbuster entertainment at home: The goal is to bring the brand’s superpowered spirit into the living room. Learn how it’s coming together.

David&Goliath Names First Director of Empathy

A director of empathy is a rare title in any industry, but that’s exactly the role Tiffany Persons has just stepped into at David&Goliath. The role will involve conducting workshops to promote empathy in the shop and recruiting employees from underrepresented groups and helping them advance in their roles and careers.

An unusual background for an unusual role: Persons started a casting company that finds people to perform in ads, and she founded a nonprofit for people in Sierra Leone.


@JessZafarris jessica.zafarris@adweek.com Jess Zafarris is an audience engagement editor at Adweek.
{"taxonomy":"default","sortby":"default","label":"","shouldShow":"on"}