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JOE CARR
strategy director
Tito's Handmade Vodka / Summer Variety Pack
THE IDEA
A disruptive "un-variety pack" containing zero liquid. Instead of pre-mixed drinks, this limited-edition toolkit provided high-quality glassware, empowering fans to reject seasonal trends and mix their own cocktails—with Tito’
Bridged the gap between trade and brand marketing directly supporting off-premise sales while reinforcing brand loyalty.
THE IMPACT
THE TENSION
In a category crowded with "Drink of the Summer" trends, Tito’s needed to drive volume through a seasonal SKU without losing its unpretentious, versatile identity.
THE STRATEGY
Turned a trade-focused Variety Pack into a celebration of agency. We leaned into the human truth that fans don’t want to be told how to drink, pivoting from prescribed cocktails to consumer choice.
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