JOE CARR
strategy director
Tito's Handmade Vodka / Spokescart
THE TENSION
In a category defined by high-priced celebrity endorsements and "lifestyle" posturing, Tito’s needed a brand ambassador that felt authentic to its utilitarian, "vodka for dog people" roots.
THE STRATEGY
Pivoted Tito’s from "lifestyle" posturing to radical utility. By introducing an anti-celebrity ambassador, we leaned into the brand’s no-frills roots to establish an unpretentious vibe that challenged category norms and prioritized authentic, playful engagement over high-priced endorsements.
THE IDEA
Introduced Tito’s "Spokescart"—a sentient, anti-celebrity ambassador that traded lifestyle posturing for radical utility and practical charm, establishing a distinctly unpretentious vibe in pop culture.
THE IMPACT
Developed a scalable, cost-effective asset that could pivot between product-focused content and high-level brand storytelling, reinforcing Tito’s position as the unpretentious leader of the vodka category.
