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While people are busy planning out-of-town trips and getaways abroad, Tito’s Handmade Vodka is urging you to have a stress-free vacation at home this summer.
Together with agency Arts & Letters Creative Co., the vodka brand launched the “Staycation with Tito’s” campaign, demonstrating that you don’t have to go far to get in on some summer fun.
The brand conducted a survey which shows that 60% of Millenials, 62% of Older Gen Zers, and 55% of total respondents are opting for staycations or quick local getaways this summer. The campaign capitalizes on the fact that more and more people are planning staycations due to budget constraints.
Through the use of contextual marketing, the campaign aligns its messaging with the current trend of staycations, making the brand's proposition more relevant — effectively positioning itself as an integral part of the staycation experience.
Notably, the latest marketing initiative comes as part of its "With Tito’s" brand platform, which invites people to revel in good moments wherever they are.
“Whether you’re deciding to take a break from traveling this summer or just have a weekend or two to yourself... your house, a friend’s pool, the local dive, a nearby hotel – they can all be their own paradise with Tito’s cocktail in hand," concluded Taylor Berry, Tito’s Handmade Vodka VP of marketing.
Cocktails for the Summer
In a 30-second spot, the brand touts a magical place "where the pools are never crowded, the amenities feel like home, the nightlife is distinctive, and the cocktails are extraordinary."
The advert then reveals that this place is closer to us than we would have thought. "This summer, that place is your place," the narrator shares. By choosing to have a staycation, you get to celebrate with your friends, your own rules, and with your dog who is glad you didn't leave town.
"It's all yours when you Staycation with Tito's," she says, as the commercial ends.
Alongside the hero spot, the vodka brand launched three special cocktail recipes, including the Piña Couchalada (Pińa Colada), Sex on the Bed (Sex on the Beach), and My Time (Mai Tai).
Of course, all of them use Tito's Handmade Vodka.
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