Tito's Vodka Introduces Self-Driving Spokescart in Groundbreaking Brand Initiative
Tito's vodka introduces an autonomous Spokescart, a clever and unassuming bar cart, to solidify its position against celebrity-endorsed competitors
Article Brief:
Tito’s Handmade Vodka has debuted its first brand platform as it looks to preserve a leading position in the vodka category, according to details shared with Our Website.
Entitled "With Tito's," the campaign features a mobile bar cart character known as the Spokescart. Through a series of ads, the quiet yet independent Spokescart delivers Tito's cocktails to individuals in various settings, such as a man in a reflective mood in a bathtub and a couple enjoying themselves by the pool. The subtle concept aims to highlight Tito's differentiation from competitors owned by celebrities, shifting the focus to the product rather than a well-known personality, according to the announcement. Tito's primary creative agency, Arts & Letters, developed "With Tito's," which will be featured across multiple brand platforms throughout 2024.
Article Insight:
Tito’s, based in Austin, has shaken up the spirits industry which is typically dominated by major labels such as Pernod Ricard’s Absolut and Diageo’s Smirnoff. According to IWSR estimates, this independently owned company became the top-selling vodka in the U.S. in 2020 and has since maintained sales growth as consumers diversify their alcohol preferences.
“With Tito’s” strives to maintain a down-to-earth charm amidst Tito’s growing popularity and name recognition. The campaign addresses the perceived saturation of flashy, celebrity-owned competitors by instead highlighting a simple yet “slightly cheeky” bar cart personality that brings Tito’s to those seeking refreshment without saying a word. Some notable celebrity-backed spirits include Ryan Reynolds’ Aviation Gin, Dwayne Johnson’s Teremana Tequila, and George Clooney’s Casamigos.
Tito’s is backing "With Tito’s" with marketing, events, partnerships, charity, and other activities all year long.
Taylor Berry, vice president of brand marketing at Tito’s, said, "The new ‘With Tito’s’ brand platform is an open invitation for our fans, old and new, to enjoy Tito’s in whatever way they choose. The Tito’s Spokescart embodies this invitation in its purest form, demonstrating that a Tito’s cocktail can enhance life’s greatest moments."
Tito’s bold stance against Hollywood-endorsed beverages is sure to grab attention. Although this is the marketer’s inaugural brand platform, it has previously experimented with marketing, including through collaborations with celebrities.
In the past year, the company partnered with Martha Stewart to put a spin on the idea of Dry January, a time when many people choose to abstain from alcohol to start the year on a healthier note. Instead of promoting abstinence, the collaboration with Stewart encouraged using Tito’s in creative ways beyond drinking, such as for cooking or cleaning.
