Name: Ryan Reynolds: 'Intimate is Memorable' When Marketing Brands
Uploaded: 2025-11-19T02:53:00Z
Duration: 2 min 35 s
Description: Actor and entrepreneur Ryan Reynolds explains his investment philosophy behind brands like Aviation Gin and Mint Mobile. He details how his approach is driven by a "feeling"—creating togetherness to cut through digital silos.

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Actor and entrepreneur Ryan Reynolds explains his investment philosophy behind brands like Aviation Gin and Mint Mobile. He details how his approach is driven by a "feeling"—creating togetherness to cut through digital silos. Photo: Sean Smith for the WSJ Leadership Institute

https://m.wsj.net/video/20251119/fae78fd0-a707-4b5f-afde-4fde0007a7ed/1/hls/manifest-hd-wifi.m3u8

Actor and entrepreneur Ryan Reynolds explains his investment philosophy behind brands like Aviation Gin and Mint Mobile. He details how his approach is driven by a "feeling"—creating togetherness to cut through digital silos.

Ryan Reynolds: 'Intimate is Memorable' When Marketing Brands

You invested in a gin company, Mint Mobile.

Ryan: Yeah.

Why do you pick these underserved brands? Like, what do you see in that as a turnaround opportunity that other people don't see?

I honestly don't like, you know, it's really, it's easy to intellectualize it now, but at the time it's a feeling, you know? And weirdly, that ends up becoming the sort of motto of what we do. We're trying to create a feeling. Feeling of togetherness, you know, that we live in a digital world. Those digital silos that we live in can oftentimes only reflect back our own belief system and echo that. And, you know, you can kind of cut through all of that shit if you can really create something that is, that is of the moment, you know? So, for us, it's that speed, really. So when you're going fast and you're moving fast into the speed of culture, you know, that's a strategic advantage in a huge way for brands. But Aviation Gin is mischief, like, so I looked at it, I loved the brand, so you have to have a genuine, authentic thing. My own money was used to buy it. So, you know, there's no ambassadorial face right here. It's like, it's the, shit, oh, I did it with that, then I'm gonna blow it here. There's that panic you have that you go, okay, how do I make this happen? So you do, on one side, you go marketing, other side, you go humanity. And by humanity, I mean everything that's intimate is memorable. Every time you, when you pick up a phone and call somebody, instead of having a representative call you, everything I did was drop, I dropped layers and that's what changed the game for me.

What does that mean you drop layers?

Well, okay, so somebody who's-

Like, I'm not sure I'm following-

Somebody who works in show business, who's, in my position, is very lucky to breathe this rare air. We are taught from the moment we start, do not speak to the parties involved. You have representatives and agents who do that for you. They advocate for you, but you cannot, you can't build emotional investment that way. You can build resentment, really, like, that's it. You can get, like, neutral to fail. So I started talking to people myself. I started talking to studio heads myself. I started saying, "Oh, you know," speaking their language, "here's how I think I can return your investment." And that evolved into, "Here's how I know I can." And that is a huge advantage. So marketing for Aviation was one thing, but then calling like distribution hubs in, like, Colorado and going, "Why are you guys having this insanely good month? And what is this other one over here? They're not having as good a month. Can you just tell me what you- Walk me through what you're doing differently?" That's it, that guy right there feel seen. He's gonna tell 2,000 people.