Personal Brand & Positioning
Why is Tito's using a spokescart instead of a celebrity endorser?
Answered independently in 1 episodes. Every line below is verbatim from the transcript, timestamped to the moment it was said.
The short answer
What the archive says
01Tito's is dropping celebrity endorsers for a 'spokescart' so the product, not a celebrity, is the hero - a move Ryan argues only works when you're already the number one spirits brand by retail dollars and have top-of-mind awareness. source →
02Borrowed interest from a celebrity has value about 99% of the time, but it also means sharing brand equity and paying millions - which is what Tito's is avoiding. source →
In their words
What was actually said
Tito's handmade vodka and Austin, Texas-based brand is launching its first ever brand platform with Tito's. Is the name of that featuring four new commercials without any celebrity endorsements. Instead, instead, they ads created by a creative company to be named feature a unique spokescart, a drinks cart that appears in various scenarios, enhancing the moments with its presence and Tito's vodka, designed to reflect Tito's brand qualities laid back warm and a bit imperfect, mirroring the handcrafted nature of the vodka.
The episodes