I owe Tito’s Vodka a humble and heartfelt apology.
Walking thru LaGuardia Airport recently, I saw this ad and immediately thought: shame on them. Using the irresistible marketing star power of dogs to try to sell their vodka? That’s quite a stretch. Dogs can’t even drink vodka (duh), so who do they think they’re kidding?
This felt like one of those “jump on the bandwagon” marketing tactics that Redpoint warns clients against doing. You can’t just put crayons on your dining tables and claim “we’re a kid friendly restaurant,” or stick a pride flag on your porch and claim “we’re an LGBTQ friendly hotel.” You need the chops to back it up if you REALLY want to court a specific market. Half-heartedly courting a target audience without committing to substance under the hood will just backfire and alienate them.
So…you can’t just buy a cool URL (www.VodkaForDogPeople.com) and claim you’re a dog friendly vodka.
But when I went to the website (poised for righteous indignation) Tito’s surprised me, and knocked this cynical marketer flat. They truly ARE “Vodka for Dog People,” and their mission, programming, and charity work all prove it. This is no impulsive, bandwagon marketing technique… there’s quite a bite behind this positioning.
So what happened? The ice melted, and I fell in love with them. And I don’t even drink vodka, nor do I think about vodka brands. But as a dog lover…if I did…I’d give Tito’s a try. Maybe even become brand loyal.
What’s the moral of this story? The strength of the connection you make with a targeted segment of customers is directly proportionate to the investment you make in courting it. If you half-ass the approach, you’ll get a lukewarm response at best. But if you go all in, you’ll get the ROI you seek.
Tito’s… I’m sorry, and I’m not afraid to say it with candor. I judged you unfairly, and as my penance, I will buy at least one bottle of your vodka and pet 100 dogs. #EveryoneWins