Vodka brand Tito’s recently released a completely empty can that encourages consumers to make canned cocktails to suit their tastes. This proposal is clear, with refillable cans that cost 20 dollars, the brand aims to break through and join the trend of cocktails to go by launching this risky marketing campaign.
Taylor Berry, vice president of brand marketing for Tito’s noted in this regard that “you can make a cocktail any way you want and if you want the portability of a can, here’s a can we made for you, it’s just empty.”
“We’ve been around for a quarter of a century at this point, and there have been a lot of trends that have happened throughout the alcohol industry. We’ve stayed true to our roots, which is to do one thing and do one thing well,” he added.
Despite the “very tongue-in-cheek” marketing campaign, Berry said it is “a vehicle to express a lot of the personality of the brand and that direct thinking that we have in terms of what we want to do, craft vodka.” The can is on sale now for a limited time and all proceeds will go to U.S. charities.
