Dive Brief:

  • Martha Stewart partnered with Tito’s Handmade Vodka on a brand new marketing campaign desirous about find out how to put the vodka to just right use right through Dry January, in line with data shared with Marketing Dive.
  • “DIY January” takes a spin at the alcohol-free January problem by way of encouraging customers to us use Tito’s for selection actions, reminiscent of cleansing boots or including taste to pasta sauce. A 60-second spot staring Stewart presentations her the usage of the vodka for family chores and cooking, although she in the end offers up in choose of a martini. 
  • To supplement the monthlong marketing campaign, the vodka emblem launched a DIY January Kit that features a line of bottle toppers that flip Tito’s bottles into family merchandise. The merchandise, coined “The Deodorizer,” “The Flavorizer” and “The Cleanerizer,” have since bought out, with earnings donated to charitable reasons. 

Dive Insight:

“DIY January” is placing a comical spin at the Dry January problem, which might assist stay the emblem most sensible of thoughts right through a time that doesn’t choose the alcohol business. The marketing campaign additionally caters to the expanding selection of customers who’re collaborating within the monthlong match, which incorporated 35% of drinking-age U.S. adults in 2022, up from 21% in 2019.

In a 60-second spot, Stewart, recognized for her presence within the DIY house along with her cooking experience, showcases the quite a lot of techniques Tito’s vodka can be utilized except consuming it. In an array of examples, she may also be observed spraying the product within the air and swooping in for a fast style, tenderizing meat, watering vegetation and flavoring her pasta sauce with a heavy pour. At the top, the chef offers up on being alcohol-free to revel in a martini (she additionally provides an expletive and says “Martha wishes a drink.”)

“We remember the fact that Tito’s drinkers may select to decide out of consuming this month to partake in dry January, and we fortify them in doing that,” stated Taylor Berry, vp of name advertising and marketing at Tito’s. “We’ll nonetheless be right here when February rolls round, however we would have liked to provide up some useful exchange techniques to make use of our vodka till then.”

In addition to the video, the emblem is liberating 8 DIY concepts for customers to check out this month, reminiscent of a windshield “de-icer” and a vanilla extract replace. The marketing campaign was once created with the Arts & Letters Creative Co. The company has labored with Tito’s up to now, together with on an initiative to spoof the laborious seltzer craze by way of promoting an empty, reusable branded can. 

supply By