Along with dropping four 30-second spots that hinge on the spokescart’s charm, resourcefulness and mad mixology skills, the campaign serves as the intro of a brand platform called “With Tito’s.”
The umbrella tagline gives Tito’s “a more personal and tailored approach” to communicate with consumers, with the goal of being “a canvas for creativity and customization, a unique and casual invitation” to the brand, Berry said.
With Tito’s will appear across the brand’s marketing channels, bar and restaurant events and promotions and via its collaborations.
Bountiful booze
Although it’s Dry January, when some drinkers take a break from alcohol, the spirits category is still robust, with Statista reporting $122 billion in U.S. sales in 2022 and anticipated 6% annual growth over the next three years. Berry described it as “an intensely crowded space with new brands seemingly launched daily.”
“Just like any industry, trends and brands go in and out of vogue, but we’ve always tried to block out the noise and stick to what we’re good at,” Berry told Adweek. “We’ve never approached the market the way you’re ‘supposed’ to.”
Previous marketing includes a collaboration with Martha Stewart for a “DIY January,” which jokingly encouraged people to use the vodka as a household cleaner instead of drinking it during the abstinence month. And as a contrarian response to the ready-to-drink craze, the brand sold empty insulated containers so that drinkers could mix their own gimlets, martinis and screwdrivers.
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