Aviation Gin’s Big Buyer; Tushy Wins With Butt Health and Humor: Tuesday’s First Things First

Plus, a look at parental leave at agencies

Tushy uses humorous art—and takes digs at toilet paper—to encourage people to buy bidets. Tushy
Headshot of Jess Zafarris


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Diageo Is Buying Aviation Gin, Will Keep Ryan Reynolds as Co-Owner

In what’s being celebrated as a rousing success for the brand, Aviation American Gin and its parent company Davos Brands are being acquired by liquor giant Diageo for up to $610 million following the brand’s strong growth over the past two years. And Ryan Reynolds fans need not fear—the beloved superstar and brand figurehead will stay on as Aviation’s co-owner and continue to build on his track record of creative and humorous marketing shenanigans. 

A tongue-in-cheek apology: Reynolds celebrated with a characteristically humorous out-of-office email after the news dropped.

Reminisce with highlights from Aviations hilarious ad history:

Premium | Paid Parental Leave Has Long Been an Issue at Agencies. Is the Industry at a Turning Point?

Agency life has long been defined by client demands and extended hours, not to mention a certain preoccupation with youth—a trifecta of factors that has resulted in a dearth of support for working parents, especially around paid leave. In 2019, a Fishbowl study showed that 41% of agency staffers are unhappy with their companies’ paid leave policies. Some companies, like 72andSunny, are more generous with parental benefits, but policy gaps remain at many agencies, with some requiring a certain amount of tenure before parents qualify for paid leave. The group Pledge Parental Leave, which was founded by industry professionals, seeks to aid beleaguered parents by creating minimum standards for benefits including fully paid leave, three months of health insurance coverage and six months of job security for parents.

Watch: Discover perspectives on parental benefits around the industry, and learn what’s on the horizon for paid leave.

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Tushy’s Butt Health and Anti-Toilet Paper Emails Were Well Positioned for Quarantine

The toilet paper shortages at the start of the pandemic spelled opportunity for bidet company Tushy, but(t) thanks to the brand’s legacy of funny and unsubtle email and content marketing, it didn’t have to pivot hard to rise to the occasion. New subscribers are welcomed to the “clean butt club” and can enjoy educational information about butt and gut health in the weekly newsletter The Posterior, which prioritizes entertainment over sales. The brand also hosted its second annual Butt-Con, a free virtual event with health experts, comedians, fitness instructors and more.

Explore the peachy approach: The brand’s cheeky strategy gave it a boost during the pandemic.

Trump Sets Yet Another Deadline for TikTok Sale

The Trump vs. TikTok saga continues. After the president initially set a deadline of Sept. 20 for parent company ByteDance to sell off the brand’s U.S. operations, he has stepped it up to Sept. 15 in a new executive order, after discussing the matter with potential buyer Microsoft. In a previous executive order, he ordered U.S. citizens and companies to create “transactions” with the company, but didn’t specify what a transaction was.


@JessZafarris jessica.farris@adweek.com Jess Zafarris (née Jessica Farris) is an audience engagement editor at Adweek.