Mint Mobile is Ryan Reynolds' challenger brand

New ads from Ryan Reynolds' company, Mint Mobile, star the ubiquitous actor.

Reynolds showcases inflation in its advertising, a top-of-mind topic few other brands bring up. Apparently, Reynolds is slashing prices at Mint due to inflation. The move comes at the same time that Verizon Wireless, AT&T, and T-Mobile have recently raised their prices.

The role of challenger brands like Mint Mobile is of course to do the opposite of established brands. However, the marketing for Mint Mobile relies on quotes that are self-conscious.

To further differentiate Mint from the competition, Reynolds uses finger quotes in the ad, while the ad ends with a shot of an angry goat.

It's a tricky game Reynolds is playing. Previously, Reynolds was a customer of the business. Although Mint risks its reputation as a Hollywood actor's toy, Reynolds proves he knows what you may think, and he's plunging ahead anyway.

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