Tito's Vodka 'gets' millennials & Gen Z

I loooooove a staycation.

Why? Because I’m poor!

Do you know who else loves staycations? Millennials and Gen Z.

Why? Because we’re all poor!

Tito's Vodka understands our pain.

The fifth generation-owned spirits brand has just turned our dire financial situation into a summer win.

Tito's' new campaign shows us all we need for that vacay feel is a vodka-based cocktail.

And this campaign couldn't come at a better time.

As the cost of living continues to rise like the water in a sinking ship, more people are opting for staycations over pricey getaways.

This is, at least, what Tito’s Staycation US Trend Report found. Yes, you read that right. The brand conducted a study about the major summer trend of vacationing in or around your home.

The report states that 55% of respondents said they are planning a staycation this summer.

Gen Z and millennials were more likely to state they plan on taking a staycation, at 62% and 60%, respectively.

The report found that the top reason for taking a staycation was that it's possible to have just as much fun when staying close to home, according to 60% of respondents. That reason was closely followed by travel being limited due to being on a tight budget (as 51% of respondents stated).

Respondents also reported staycations are less stressful than traditional travel.

Pets are also a driver of staycations, with 51% of pet owners saying they prefer to stay close to their fur babies.

Embracing the staycation trend, the new ‘Staycation with Tito’s’ campaign showcases the best way to enhance your at-home experience--cocktails made with the Tito's vodka, of course.

The ad pokes fun at those ultra-corny, unnecessarily uplifting travel commercials (you know the ones).

A voice describes a place where 'the pools are never crowded, the amenities feel like home, the night life is distinctive, and the cocktails, extraordinary.'

The twist?

This place is your home. With your friends, your rules, and your dog.

Say. Less.

'Whether you’re deciding to take a break from travelling 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,' said Taylor Berry, VP of Marketing at Tito’s Handmade Vodka.

Tito’s recent positioning has revolved around simplicity.

The brand seems to be trying to distinguish itself from celebrity-owned spirits and the fatigue that consumers experience around that type of marketing.

So this campaign aligns well with the brand's goal of differentiating itself from the competition. Because, unlike most vodka brands, Tito's is choosing not to focus on tropical getaways.

We often see brands like Coruba and Corona focus on 'the tropics.' Their ads suggest that buying their products will enhance your already way-over-budget fancy island holiday.

'When you add Tito’s to any moment, the good gets great. And the same goes for a good ol’ summer staycation,' said Brett Simone, Creative Director at Arts & Letters Creative Co.

'Tito’s is leaning into the humble paradise of just hanging out where you are, no packing hassles, just great cocktails.'

After all, 65% of respondents in the survey said good drinks are essential to enhancing their staycation.

To celebrate staycations in style, Tito’s has shared three cocktails recipes designed to bring the vacation vibe home.

These include the Piña Couchalada, which is made with six oz. of Tito’s, 12 oz. of pineapple juice, four ozs. of coconut cream and four cups of ice. (Don’t come at me non-American readers, you can do the conversions yourself.)

So, what’s a brand to do? (Besides get drunk off Tito’s.)

Know. What’s. Trending. This should already be an essential part of your marketing strategy. But if you don’t know, now ya know. And budget-friendly activities are trending (thank you, recession). So aim to create campaigns that show how your product can enhance these.

Be relatable. If your audience is made up of the top 5% earners in your country, it would make sense for your messaging to be centred around luxury. But if they’re like the rest of us, suggesting everyone's got loads to spend will make you sound out of touch. Know how to resonate. And adding humour always helps.

What’s your USP? Know how you are positioning your brand and use your unique traits to stand out from competitors. The world is saturated with advertising messaging. So instead of following common themes, highlight how your product offers a different experience.

I like this campaign because as a notorious home-dweller (or as some call it, a hermit), the idea of enhancing your experience in your own space is so up my alley.

Now if any bedding companies want to enhance my staycation by making my bed feel like a hotel, I won’t say no (pretty please?).

-Sophie, Writer