- Tito’s Handmade Vodka has debuted its first brand platform because it looks to preserve a number one position in the vodka category, in line with details shared with Marketing Dive.
- Titled “With Tito’s,” the trouble centers on a roving bar cart character dubbed the Spokescart. In a series of commercials, the silent but autonomous Spokescart delivers Tito’s cocktails to people in quite a lot of settings, resembling a person sitting contemplatively in a tub and a pair sweltering by the pool side.
- The understated concept serves to emphasise Tito’s contrast with celebrity-owned rivals, putting the give attention to product versus a famous face, the discharge said. Tito’s lead creative agency Arts & Letters developed “With Tito’s,” which may have a presence across a lot of brand channels throughout 2024.
Austin-based Tito’s has turn into a disruptor in an otherwise staid segment of the spirits industry dominated by major labels like Pernod Ricard’s Absolut and Diageo’s Smirnoff. The independently owned company in 2020 became the top-selling vodka in the U.S., per IWSR estimates, and has continued to grow sales as consumers diversify their alcohol preferences.
“With Tito’s” goals to preserve a folksy allure despite Tito’s swelling popularity and name recognition. The campaign responds to a perceived overabundance of splashy, celebrity-owned competitors, as an alternative specializing in a straightforward though “barely cheeky” bar cart character that delivers Tito’s to those in need of refreshment without uttering a peep. Some noteworthy A-list backed spirits include Ryan Reynolds’ Aviation Gin, Dwayne Johnson’s Teremana Tequila and George Clooney’s Casamigos.
Tito’s is supporting “With Tito’s” with promoting, events, collaborations, philanthropy and other promotions all year long.
“The latest ‘With Tito’s’ brand platform acts as an invite for our fans, latest and old, to enjoy Tito’s nonetheless it could fit into their lives and pastimes,” said Taylor Berry, vice chairman of brand marketing at Tito’s. “The Tito’s Spokescart exemplifies that invitation is its most intrinsic form, showcasing that a straightforward Tito’s cocktail could make the best moments in life even higher.”
Tito’s shots across the bow at Hollywood-approved drinks could raise just a few eyebrows. While that is technically the marketer’s first proper brand platform, it has dabbled in the marketing realm before, including through celebrity partnerships.
Last yr, the corporate teamed with Martha Stewart to riff on the concept of Dry January, when many consumers abstain from alcohol consumption to get the yr off to a fresh start. The Stewart tie-up as an alternative touted “DIY January,” encouraging creative use of Tito’s outside of drinking occasions, resembling for making pasta sauce or cleansing a pair of trainers.
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