Martha Stewart Stars in Tito’s Handmade Vodka Campaign for Dry January
Grace Mahas — January 4, 2023 — Marketing
References: youtube
Alcohol brand, Tito's Handmade Vodka, has announced a partnership with lifestyle expert, Martha Stewart, for a campaign called "DIY January." The campaign, which includes a 60-second video starring Stewart, aims to show how Tito's vodka can be used for a variety of household tasks, such as deodorizing musty fabrics and adding flavor to pasta sauce.
“We understand that Tito’s drinkers might choose to opt out of drinking this month to partake in dry January, and we support them in doing that,” said Taylor Berry, VP of Brand Marketing at Tito’s Handmade Vodka. “We’ll still be here when February rolls around, but we wanted to offer up some helpful alternate ways to use our vodka until then. And if you decide dry January or ‘DIY January’ is not for you? That's ok, we support Dry Martini January as well.”
The campaign is aimed at those participating in "dry January," a month-long commitment to not drinking alcohol, but it also includes a message of support for those who choose to continue drinking Tito's vodka. The campaign includes a limited-edition collection of DIY January bottle-topper attachments, which can be purchased on the Tito's website for $10, with all net proceeds going to a nonprofit of the customer's choice.
Image Credit: Tito's Handmade Vodka
“We understand that Tito’s drinkers might choose to opt out of drinking this month to partake in dry January, and we support them in doing that,” said Taylor Berry, VP of Brand Marketing at Tito’s Handmade Vodka. “We’ll still be here when February rolls around, but we wanted to offer up some helpful alternate ways to use our vodka until then. And if you decide dry January or ‘DIY January’ is not for you? That's ok, we support Dry Martini January as well.”
The campaign is aimed at those participating in "dry January," a month-long commitment to not drinking alcohol, but it also includes a message of support for those who choose to continue drinking Tito's vodka. The campaign includes a limited-edition collection of DIY January bottle-topper attachments, which can be purchased on the Tito's website for $10, with all net proceeds going to a nonprofit of the customer's choice.
Image Credit: Tito's Handmade Vodka
Trend Themes
1. Dry January Campaigns - Trend towards abstaining from alcohol in January creates opportunities for alcohol brands to market non-drinking uses of their products and support for consumers who are participating in the month-long commitment
2. Multi-purpose Products - Opportunity for brands to showcase alternative uses for their products outside of their designated purposes, such as Tito's Handmade Vodka promoting the various household uses of their vodka
3. Celebrity Collaborations - Brands can benefit from partnering with notable individuals in order to increase visibility and promote their products in unique ways, such as Tito's Handmade Vodka partnering with Martha Stewart for their dry January campaign
Industry Implications
1. Alcohol - Alcohol brands can leverage the trend towards abstaining from drinking during January by promoting alternative uses of their products and supporting customers who participate in the month-long commitment
2. Nonprofits - There are opportunities for nonprofits to collaborate with alcohol brands during dry January campaigns, as seen with Tito's Handmade Vodka donating all net proceeds from their limited-edition DIY January bottle-topper attachments to a nonprofit of the customer's choice
3. Marketing and Advertising - Marketing and advertising agencies can help alcohol brands capitalize on dry January trends by developing creative campaigns that showcase alternate uses of their products and promote support for the month-long commitment
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