-As a stubbornly (and delightfully) contrarian brand, Tito’s vodka has refused to make a seltzer product, even though the category is booming. Now the Texas-born company is turning its back on another blazing hot trend in the booze business: ready-to-drink cocktails.
And it wants to enlist the tippling public in its fight against “canformity.”
In a new campaign from Arts & Letters Creative Co, Tito’s is offering consumers “liquid liberation” from “pre-mixed, pre-flavored canned cocktails” that are “replicating as we speak.”
The answer? The brand is “putting the power in the hands of the people,” selling empty insulated containers so drinkers can mix their own gimlets, martinis, tonics, screwdrivers, mules and “sexes on the beaches,” per the hero video, which borrows from Hollywood action flicks for its comically serious tone.
Tito’s in a Big Can, the size of a mini-keg with a pouring spout attached, “widens the canvas of cocktail customization with 128 ounces of pure emptiness and opportunity,” per Taylor Berry, the brand’s vice president of marketing. Available for a limited time, the product sells for $200. A more diminutive vessel, Tito’s in Any Can, holds a single-serve beverage and costs $30. Proceeds from the merchandise will go to nonprofit groups. – T.L. Stanley
-At Cannes, Issa Rae announced the launch of a brand marketing division within her media, entertainment and production company Hoorae Media, called Fête.
-Also at Cannes, award-winning musical artist and technology entrepreneur will.i.am and revered marketer Jonathan Mildenhall said that AI will make our world unrecognizable in 10 years.
-Day three at Cannes found Gut, FCB and AlmapBBDO all winning Grand Prix awards.
-Gut also took home the Grand Prix for PR while Ogilvy/David and the Chep Network won top prizes as well.
-White Lotus creator Mike White had a conversation in Cannes with Ogilvy global CCO Liz Taylor and dispensed five pieces of creative wisdom.
-Check out the video of Adweek’s Cannes Lions Kickoff Soiree hosted by sponsor partner Onyx by Outbrain at The Female Quotient’s Equality Lounge.
-Cannes Lions is helping up the profile of the multi-agency effort, Working with Cancer by putting out a brief that anyone can participate in to assist the cause.
-Justin’s, the brand of nut butters and organic chocolate candies, is working with agency Barkley, plus SchroderHaus and Arc to raise awareness about the importance of pollinators in the food system and what Justin’s is doing to help. The campaign, “1-in-3 Bites Pollinator Project,” highlights the alarming statistic that one in three bites of all food we eat is brought to us in part by pollinators like bees. However, with bees dying at an alarming rate, this could soon have a devastating impact on our food systems and what’s on our plates. Directed by Jeff Tremaine, a co-creator of the Jackass franchise, the campaign centers around a fun-spirited in-restaurant stunt complete with hidden cameras, all aiming to raise awareness and inspire individuals to do their part in helping the bees.