Hispanic Heritage

TITO’S HANDMADE VODKA • CAMPAIGN

Challenge

Many brands treat Hispanic Heritage Month like a theme instead of a real opportunity to connect. Tito’s Handmade Vodka set out to do things differently. The ask: show up with heart, not a hashtag. Instead of talking at the Hispanic community, we focused on talking with them—especially Hispanic Community Creators, those who naturally bring friends and family together. Through Tito’s nonprofit arm, “Love, Tito’s,” the brand supported grassroots causes and local businesses, emphasizing authentic connection over borrowed iconography. Whether on-premise with bar and business owners or off-premise with community-driven philanthropy, Tito’s showed up in ways that felt personal, thoughtful, and genuinely earned.

Solution

Creatively, we brought the strategy to life through three culturally grounded ideas. First, we celebrated the artistry found across over 20 Hispanic cultures, honoring traditional crafts and handmade goods that reflect Tito’s own commitment to quality. Second, we paid tribute to those who translate—not just language, but moments—positioning Tito’s as a bridge that brings people together through shared experiences. Lastly, we highlighted Tito’s as a culinary companion. Rather than compete with tequila or mezcal, we showcased how Tito’s can elevate traditional dishes like ceviche, arroz con pollo, and shrimp a la diabla, making engagement a natural part of the celebration.