Tito’s & Tacos

TITO’S HANDMADE VODKA • CAMPAIGN

Challenge

Tacos have transcended trend status to become a beloved staple in American food culture, especially on Tuesdays. To tap into this phenomenon, Tito’s Handmade Vodka launched the Tito’s & Tacos program with a bold ambition: to make Tito’s the first brand consumers reach for when enjoying tacos. With Tacos and Tito’s Day set for October 4th, the challenge was to create a compelling key visual and engagement strategy that highlighted the synergy between tacos and Tito’s cocktails. The campaign needed to drive trial, educate consumers on mixology, and elevate the Tito’s bottle as a centerpiece of this tasty tradition across each touch point in the consumer journey.

Solution

To meet this challenge, the creative strategy leaned into three shared traits between tacos and Tito’s cocktails: craft, authenticity, and customization. The first concept, “Craft Your Flavor,” celebrated the handmade nature of both, featuring fresh ingredients like lime and jalapeño to evoke a sense of personalization. The second, “Authentic Flavors,” introduced vodka-infused Agua Frescas, showcasing Tito’s seamless blend with traditional Hispanic tastes. Finally, “Custom Flavors” championed personal preference emphasizing that just like your go-to taco order, there’s a Tito’s cocktail to match. The winning concept, “Craft Your Flavor,” delivered a versatile and flavorful platform that resonated across every taco and every table.