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JOE CARR
strategy director
Tito's Handmade Vodka / D.I.Y. January
THE IDEA
Partnered with Martha Stewart to launch a campaign film showing Tito’s as a utility–creating a line of bottle attachments, including sprayers and scrubbers, that transformed Dry January into DIY January overnight.
Owned the "Dry January" conversation by repositioning a spirit as a cleaning utility. The viral PR effort sustained brand salience during a period of zero consumption.
THE IMPACT
THE TENSION
Spirits brands typically go dark in January. Tito’s needed to maintain saliency during 'Dry January' without challenging the cultural shift toward sobriety.
THE STRATEGY
Repositioned Tito’s from a beverage to a household utility. We leveraged a product truth (vodka’s effectiveness as a cleaner and deodorizer) to stay in the conversation.
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