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By Audrey Kemp, LA Reporter

July 1, 2024 | 4 min read

The Fifth Generation-owned spirits brand turns the high cost of living into a summer win, showing how vodka-based cocktails can help turn home into a getaway.

As the cost of living continues to rise, many people are opting for staycations this summer.

Embracing this trend, Tito’s has launched a clever new ad campaign titled ‘Staycation with Tito’s,’ showcasing how cocktails made with its handmade vodka can enhance at-home vacations.

The ad begins with scenes reminiscent of a travel commercial, describing a place where pools are “never crowded,” amenities “feel like home,” and “your rules” reign supreme. The twist? This idyllic destination is your own home.

Tito’s campaign aligns with a major summer trend for 2024: staycations. According to research conducted for Tito’s, more than half of Americans are planning or interested in a staycation as a budget-friendly alternative to traditional travel. Millennials (60%) and Older Gen Z (62%) are leading this trend, with 55% of respondents planning to enjoy time off at home or in their local area.

The Fourth of July holiday is a key focus, with 86% of staycationers considering or planning to stay home for the festivities. Millennials and younger boomers are particularly keen, with 89% showing interest.

When asked why they prefer staycations, respondents cited having just as much fun locally (60%), being on a tight budget (51%), high travel costs (51%), and avoiding accommodations for pets (30%).

To celebrate staycations, Tito’s has shared three classic cocktail recipes designed to bring the vacation vibe home:

The first is what the brand dubs the Piña Couchalada (Piña Colada), which is made with six ounces of Tito’s vodka, 12 ounces of pineapple juice, four ounces of cream of coconut and four cups of ice. Blend all the ingredients until smooth and garnish with umbrellas, fresh fruit, or neon monkeys/mermaids.

“Tito’s Handmade Vodka has always been about making the good moments great, even if those moments are simply in the comfort of your own home,” said Taylor Berry, vice-president of marketing at Tito’s Handmade Vodka.

“Whether you’re deciding to take a break from traveling this summer or just have a weekend or two to yourself... your house, a friend’s pool, the local dive, a nearby hotel – they can all be their own paradise with a Tito’s cocktail in hand.”

Next up is Sex on the Bed (Sex on the Beach), which entails one-and-a-half ounces of Tito’s, one ounce of peach schnapps, two ounces of cranberry juice, two ounces of orange juice, orange slices and a maraschino cherry. Combine ingredients in a glass filled with ice. Stir and garnish with an orange slice and maraschino cherry.

The third is what the brand calls My Time (Mai Tai). It is made with one-and-a-half ounces of Tito’s, half an ounce of fresh lime juice, half an ounce of orange curaçao, half an ounce of orgeat syrup, three-fourths of an ounce of dark rum, one lime slice and a mint sprig. Shake the vodka, lime juice, curaçao and orgeat with ice. Strain into a glass over ice and float dark rum on top. Garnish with lime slice and mint sprig.

The social-led campaign, created with Tito’s lead creative agency, Arts & Letters, is a continuation of the ‘With Tito’s’ brand platform – an irreverent invitation to make any moment better, no matter where you are.

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