Tito’s- DIY January

PROBLEM: January is, well, Dry January. Not exactly the best month to sell vodka.

IDEA: If people aren’t drinking Tito’s, maybe they can still use it. So we turned Dry January into DIY January — and showed you all the things you can do with Tito’s besides drink it.

EXECUTION: We partnered with Martha Stewart to turn Tito’s into an absurdly useful collection of DIY tools and household hacks, creating a platform that lived across film, social and PR.

RESULT: A vodka brand found a way to own the month when people are supposed to stop drinking — turning Dry January from a category problem into a cultural opportunity.