The Ryan Reynolds Formula... For Tech Companies?

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The Ryan Reynolds Formula… For Tech Companies?

You know Ryan Reynolds from blockbuster hits like Deadpool, which made over $780 million at the global box office. But you may not realize he's also a marketing genius. In 2020, Reynolds sold his stake in Aviation Gin for $610 million after transforming it into one of the fastest-growing spirits brands. His involvement in Mint Mobile, which disrupted the telecommunications industry, shows how Reynolds uses wit, authenticity, and agility to dominate marketing.

For tech founders and marketing executives, there’s a lot to learn from Reynolds’ approach. He crafts viral campaigns that cut through the noise, using genuine and relatable tactics—something tech companies can emulate to connect better with their audiences and scale.

Without further ado, let’s dive into Ryan Reynolds' formula and the lessons you can apply to your marketing strategies.

1. Authenticity: The Core of Every Campaign

Ryan Reynolds’ marketing style is rooted in authenticity. In his Aviation Gin ad where he’s interviewed by his fictional twin brother, Ryan Reynolds takes authenticity to a whole new level. The playful banter between the two “brothers” highlights Reynolds’ ability to poke fun at himself, his fame, and even his own company in a way that feels genuine and unpolished. By using humor and self-deprecation, Reynolds creates an approachable, relatable persona that resonates with audiences.

In tech, where competition is fierce, companies often focus on presenting a perfect, polished image, but Reynolds shows that being real connects better. Sharing your journey, including the challenges and flaws, helps build trust with your audience. Just like Reynolds’ interview with his “twin” shows the power of self-awareness, tech founders can foster deeper connections by being transparent, relatable, and authentic.

2. Storytelling: It’s More Than Just Selling

Reynolds is a master storyteller. Whether it’s his Mint Mobile ads humorously jabbing at the telecom industry or Aviation Gin ads that feel more like short films, his marketing hooks people with emotional narratives rather than just product features.

When interviewed at the Forbes Iconoclast Summit, Reynolds emphasized this point heavily, saying, “Storytelling is one of the most undervalued tools in scaling businesses.”

Tech founders can apply this approach by focusing less on features and more on stories. What problem does your product solve? How can you create a compelling narrative that engages your audience? A strong story builds long-term loyalty.

3. Humor and Agility: The Ultimate One-Two Punch

Humor and agility are two of Reynolds' strongest tools. A famous Aviation Gin ad responding to Peloton’s controversial holiday ad in 2019 is a great example. After Peloton faced backlash, Reynolds released an Aviation Gin ad featuring the same actress just a few days later, where she humorously “recovered” from her Peloton ordeal by enjoying a stiff gin cocktail, creating a viral hit.

In tech, humor is often underused, but it makes your brand more approachable. Whether you're marketing software or hardware, a clever twist can make your product more memorable. Agility is just as important—being able to respond quickly to cultural moments can create viral opportunities.

4. Partnerships: The Power of Collaboration

Reynolds is a master of collaboration, often partnering with other brands or celebrities to amplify his message. His friendly rivalry with Hugh Jackman has resulted in viral, co-branded content that generates buzz for both stars and their respective businesses. These partnerships aren't just about getting another celebrity face in the mix—they’re about adding layers to the story and expanding reach through shared audiences.

This collaborative approach extended to Deadpool 3, where the anticipation generated by their partnership contributed to Deadpool 3 achieving massive box office success, with the film grossing over $1.32 billion worldwide.

For tech companies, strategic partnerships provide opportunities to tap into audiences where they are most receptive. Whether it’s collaborating with influencers, industry leaders, or complementary brands, partnerships allow you to boost conversions better than any other channel. Speaking of which, this is precisely why we built Presspool.ai (you should check it out 😉).

5. Owning Mistakes: Turning Failures Into Wins

Reynolds also shows that embracing mistakes can turn potential failures into strengths. In another one of his Aviation Gin ads, he mocks the trend of over-complicating “artisan” products by exaggerating his own involvement in making the gin, adding humor and relatability.

In the tech world, where failures are common—whether from product bugs or missteps—transparency is critical. Like Reynolds proves, owning mistakes can help build trust and make industry mistakes relatable. Admitting flaws and maintaining a sense of humor can turn a negative situation into a loyalty-building moment.

6. Disruption: Break the Rules, Rewrite the Playbook

Reynolds consistently breaks the traditional rules of marketing, challenging conventions and embracing risks. Whether it’s using irreverent humor, jumping on unexpected moments, or crafting ads that don’t even feel like ads, he’s shown that success often comes from doing things differently.

To illustrate just how unique his marketing approach is, here’s one last concluding example, where he hilariously says different “rejected” Aviation Gin slogans.

Key Takeaway

In tech, disruption is often seen as something that happens in product innovation, but it can apply to marketing, too. Just as you aim to create products that change the game, your marketing should challenge the status quo. Take risks, be creative, and don’t be afraid to stand out in ways that might feel unconventional. The biggest brands in tech often break through with disruptive marketing strategies just as much as innovative products.

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