How the 'Peloton Woman' in Aviation Gin ad will be a case study on marketing genius for years to come. Naturally, Twitter users could not contain themselves, dragging the cringe-worthy campaign with labels like sexist, elitist, and entirely unrealistic. Soon after the spot aired, actor and liquor brand owner Ryan Reynolds cashed in on the drama - and marketers everywhere scrambled to pick their jaws up off the floor.
The ad shows the Peloton Woman (portrayed by actress Monica Ruiz) projecting a deadpan stare as she sits quietly with her martini sans wedding ring - all while her friends tell her she 'safe here' and 'looks great, by the way. ' In a maneuver that combined timeliness, meme culture, and a simple product message, Aviation managed to capitalize on another brand moment of….