Tito’s Handmade Vodka has named Arts & Letters as its first lead brand creative partner. The appointment was made without a review.
The decision to bring on an agency came after Tito’s worked with the Richmond, Virginia-based agency on its “Tito’s in a Can” campaign in August. The campaign mocked the surge in the number of alcohol brands entering the canned cocktail and hard seltzer business over the past few years. Instead of offering a new canned cocktail product, the vodka brand sold a limited supply of 16-ounce, double-steel walled, insulated, refillable cans designed with “nutrition facts” that are actually recipes to make Tito’s-based cocktails.
Tito's stayed away from agencies in the past, instead putting money from its marketing budget into philanthropy, according to Taylor Berry, VP of brand marketing at Tito's. "That still hasn't changed. I've just reallocated my budget because I think at the end of the day when I saw something like the 'Titos in a Can' success that we had…and the relationship that our teams have with each other, it didn't feel like we're outsourcing things to an agency necessarily.”