Introducing the ‘With Tito’s’ brand platform
Tito’s Handmade Vodka has recently launched their new brand platform, “With Tito’s,” in an effort to distinguish themselves from competitors, particularly those with celebrity-endorsed alcohol brands. This platform aims to underscore Tito’s commitment to authenticity, quality, and their handmade origins, setting them apart from the more commercialized and celebrity-backed competition. By highlighting their humble beginnings and core values, Tito’s hopes to forge a more personal connection with customers and make a lasting impression in an increasingly crowded market.
Spokescart – a unique marketing strategy
Central to the brand campaign is the creation of the Spokescart, an innovative, self-operating bar cart that unobtrusively serves Tito’s cocktails to people in various settings. This cutting-edge Spokescart is engineered to deliver a convenient and enjoyable cocktail experience for customers without the need for a bartender. The autonomous cart maneuvers through events and gatherings, offering guests impeccably crafted Tito’s cocktails with a futuristic twist, enhancing the overall social drinking ambiance.
Arts & Letters – collaborative brand development
Renowned creative agency Arts & Letters was responsible for developing the brand platform, which will be executed across multiple channels until 2024. This marketing strategy is expected to reach the target audience effectively and establish a solid brand presence in the industry. Through this multi-pronged approach, Arts & Letters hopes to foster deeper connections, meaningful interactions, and long-term loyalty among consumers.
Tito’s – disrupting the spirits market
As an independent company, Tito’s broke into the spirits market, which was dominated by major brands like Absolut and Smirnoff. Tito’s distinctive technique of using corn instead of the more conventional wheat or potatoes in the distillation process captured the attention of vodka aficionados. Furthermore, Tito’s grassroots marketing tactics aided in the creation of a devoted fan base, solidifying its position in the fiercely competitive liquor industry.
Preserving folksy appeal with Spokescart
The “With Tito’s” platform aims to maintain the brand’s folksy charm by focusing on the lighthearted, “mildly cheeky” Spokescart persona rather than employing a celebrity endorser. This approach enables Tito’s to preserve a sincere connection with their audience and depend on the popular Spokescart character to drive engagement. By valuing authenticity over contrived star power, the platform ensures that Tito’s remains relatable and accessible to its target market, setting it apart from other spirits brands such as Ryan Reynolds’ Aviation Gin, Dwayne Johnson’s Teremana Tequila, and George Clooney’s Casamigos.
Comparison to celebrity-backed brands
These celebrity-owned brands rely heavily on the star power of their famous owners to advertise and promote their products. In contrast, Tito’s has constructed its reputation on its grassroots approach, prioritizing high-quality craft vodka and strong customer relationships rather than leaning on the popularity of celebrity endorsement.
Yearly advertising, event, and partnership commitments
Throughout the year, the brand platform will be reinforced with advertising, events, partnerships, philanthropy, and additional promotions. These initiatives will not only establish a robust brand presence but also foster a deeper connection with the target audience. Moreover, by engaging in such diverse activities, the brand aims to create long-lasting relationships and effectively communicate its core values with its customers.
Tito’s VP of brand marketing on ‘With Tito’s’
Taylor Berry, Tito’s vice president of brand marketing, stated, “The new ‘With Tito’s’ brand platform serves as a call for our fans, both current and future, to appreciate Tito’s in whatever way it integrates into their lives and hobbies.” In other words, the brand aims to encourage consumers to make Tito’s a part of their personal experiences and celebrations. This approach reflects the company’s commitment to cater to its diverse audience while promoting a sense of connection and enjoyment through the incorporation of Tito’s products.
Concerns about critiquing celebrity-backed spirits
It remains to be seen how Tito’s critique of celebrity-endorsed spirits will be received, given the brand’s history of involving celebrities in its promotional endeavors. Despite potential backlash from contradicting their previous marketing strategies, Tito’s may be adjusting to a changing landscape, where customers are seeking genuineness in their products. This shift could lead to a more authentic bond between the brand and its audience, ultimately fortifying Tito’s position in the spirits market.
First Reported on: marketingdive.com
Frequently Asked Questions
What is the ‘With Tito’s’ brand platform?
The ‘With Tito’s’ brand platform is a marketing strategy launched by Tito’s Handmade Vodka aimed at highlighting the authenticity, quality, and handmade origins of the brand, setting it apart from celebrity-backed competition. It focuses on establishing a personal connection with customers and making a lasting impression in the increasingly crowded market.
What is Spokescart?
Spokescart is an innovative, self-operating bar cart central to the ‘With Tito’s’ brand campaign. It serves Tito’s cocktails to people in various settings without the need for a bartender and enhances the overall social drinking ambiance.
Who is responsible for the development of the brand platform?
Renowned creative agency Arts & Letters is responsible for the development of the ‘With Tito’s’ brand platform. The marketing strategy is expected to be executed across multiple channels until 2024.
What makes Tito’s different from other spirits brands?
Tito’s Handmade Vodka differentiates itself from other spirits brands through its distinctive technique of using corn instead of wheat or potatoes in the distillation process and its dedication to grassroots marketing tactics. Additionally, the ‘With Tito’s’ platform focuses on maintaining folksy charm and accessibility rather than employing celebrity endorsements.
How will the brand platform be reinforced throughout the year?
The ‘With Tito’s’ brand platform will be reinforced with advertising, events, partnerships, philanthropy, and additional promotions throughout the year. These initiatives aim to establish a strong brand presence and foster a deeper connection with the target audience.
What is Tito’s VP of brand marketing’s view on the ‘With Tito’s’ platform?
Taylor Berry, Tito’s vice president of brand marketing, sees the ‘With Tito’s’ platform as a call for fans to appreciate Tito’s in various aspects of their lives and hobbies. The platform encourages consumers to make Tito’s a part of their personal experiences and celebrations, promoting connection and enjoyment through Tito’s products.
