Tito’s New Campaign Highlights the Joys of Staycations
Tito’s Handmade Vodka’s Research-Backed Campaign
As summer heats up, many people are looking for ways to relax and unwind without breaking the bank. Tito’s Handmade Vodka has tapped into this sentiment with its latest campaign, “Staycation with Tito’s.” Based on consumer research, the campaign highlights the trend of staying close to home and making the most of local experiences.
Understanding the Trend
A survey commissioned by Tito’s revealed that 55% of respondents are planning a staycation this summer. The trend is particularly popular among Gen Z and millennials, with 62% and 60% respectively indicating they will stay local. This insight forms the backbone of Tito’s new social-first campaign, which launched around the Fourth of July—a peak time for staycations.
The Campaign’s Approach
The “Staycation with Tito’s” campaign is part of the broader “With Tito’s” brand platform, created in collaboration with their lead creative agency, Arts & Letters. This initiative focuses on simplicity and authenticity, setting Tito’s apart from the celebrity-owned spirits crowd. Instead of exotic getaways, Tito’s celebrates the charm of staying home.
Highlighting the Benefits
A 30-second advertisement captures the essence of staycations: being close to family and friends, avoiding travel stress, and even staying with pets—an important factor for 51% of pet owners. The campaign also provides new cocktail recipes to enhance the stay-at-home experience, making it even more enjoyable.
Insights from the Survey
To support the campaign, Tito’s commissioned a survey of 1,514 U.S. adults aged 21-64, conducted by independent market research firm Prodge, LLC. The findings shed light on why staycations are appealing:
Fun at Home: 60% of respondents believe they can have as much fun staying close to home.
Budget-Friendly: 51% cited budget constraints as a reason for choosing staycations.
Less Stressful: Many find staycations less stressful compared to traditional travel.
Popular Staycation Activities
Survey respondents shared their favorite staycation activities, including spending time with family, enjoying the outdoors, and indulging in movie marathons. Recommendations from friends and family influence 32% of staycation plans, while 19% are inspired by social media. Notably, 65% consider a freshly made cocktail an essential part of their staycation experience.
Conclusion
Tito’s Handmade Vodka’s “Staycation with Tito’s” campaign perfectly captures the spirit of enjoying summer at home. By understanding and addressing consumer preferences, Tito’s offers a refreshing take on relaxation that’s accessible, budget-friendly, and stress-free. Whether you’re lounging in the backyard or hosting a small gathering, Tito’s invites you to make the most of your staycation with a delightful cocktail in hand.
