Going Global
Positioning America's best-selling spirit brand for global domination
Challenge
To optimise and unlock Tito’s potential as a global spirits brand, building on its domestic craft heritage with a more progressive, universal story.
Unlock
In a vodka category trapped in a restrictive binary world of party and pretention that lets consumers down, Tito’s sets vodka free.
Impact
The global positioning secured preference over current favourite vodka brands in 6 global markets, with Haines brand copy on billboards within a month of project end.
Project Scope
Brand positioning
Cultural strategy
Sensorial playbook
