Dive 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 Marketing Dive.
• Titled “With Tito’s,” the effort 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 a variety of settings, such as a man sitting contemplatively in a bathtub and a couple sweltering by the pool side.
• The understated concept serves to emphasize Tito’s contrast with celebrity-owned rivals, putting the focus on product versus a famous face, the release said. Tito’s lead creative agency Arts & Letters developed “With Tito’s,” which will have a presence across a number of brand channels throughout 2024.

Dive Insight:

Austin-based Tito’s has become 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” aims 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, instead focusing on a simple though “slightly 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 advertising, events, collaborations, philanthropy and other promotions throughout the year.

“The new ‘With Tito’s’ brand platform acts as an invitation for our fans, new and old, to enjoy Tito’s however it may fit into their lives and pastimes,” said Taylor Berry, vice president of brand marketing at Tito’s. “The Tito’s Spokescart exemplifies that invitation is its most intrinsic form, showcasing that a simple Tito’s cocktail can make the greatest moments in life even better.”

Tito’s shots across the bow at Hollywood-approved drinks could raise a few eyebrows. While this is technically the marketer’s first proper brand platform, it has dabbled in the marketing realm before, including through celebrity partnerships.

Last year, the company teamed with Martha Stewart to riff on the concept of Dry January, when many consumers abstain from alcohol consumption to get the year off to a fresh start. The Stewart tie-up instead touted “DIY January,” encouraging creative use of Tito’s outside of drinking occasions, such as for making pasta sauce or cleaning a pair of boots.