潜水简介：
- Tito's Handmade Vodka is introducing Tito's in a Can, a 16-ounce reusable steel can that is sold completely empty, per details shared with Marketing Dive.
- Consumers are encouraged to fill the empty can with Tito's and the mixers of their choice. Tito's in a Can is available for $20 online or at Tito's retail store in Austin, Texas, with all net proceeds going to the customer's choice of nonprofit partner.
- The effort spoofs the growth in hard seltzers and canned cocktails and is being promoted by a 30-second product launch video. The campaign was made in partnership with Arts & Letters Creative Co.
潜水见解：
Rather than enter the crowded and still growing hard seltzer, hard alternative and ready-to-drink canned cocktail market, Tito's is releasing a novelty product that returns focus on its core offering. Press materials bemoan liquor store beer aisles that have been "overtaken by slim cans and clear and sparkling liquids" with black cherry and mango flavors. In contrast, consumers can use Tito's in a Can to get in on the trend while making their own drinks with the ingredients of their choice and Tito's "vodka-flavored vodka."
"We developed Tito’s in a Can so Tito’s drinkers can make their own, better-quality seltzers ... ones that are fresh, and are as strong or carbonated or citrusy as you want. Because we don’t make seltzers, you do," said Taylor Berry, vice president of brand marketing for Tito's.
与任何新颖性或欺骗产品的推出一样，这项工作也有30秒的视频，该视频可以吸引消费者的注意力，并可能在社交媒体上传播。尽管罐子是可供出售的真实产品，但净收益将用于Tito的客户选择的非营利性合作伙伴，并向特技提供了专业驱动的元素。
像其他酒类营销商一样，铁托正在努力吸引消费者（尤其是年轻的消费者），他们将口味转移到硬质量，罐装鸡尾酒和硬性替代品的不断增长的市场上 - 单份，低饮料饮料不是啤酒或苏打水。后一类甚至超出了Seltzers：波士顿啤酒公司报告了其销售额扭曲的茶和硬MTN露产品有助于抵消核心品牌的减少，包括真正的硬塞尔策，愤怒的果园，狗鱼头和塞缪尔·亚当斯。
The growth of hard seltzers has faced a predictable backlash from competitor marketers. Miller Genuine Draft last year将坚硬的Seltzer推入太空尽管母公司莫尔森·库尔斯（Molson Coors）销售几种此类产品，但啤酒爱好者还是被趋势关闭了。
同时，铁托（Tito's）设法阻止了伏特加（Vodka）销售的下降，并且是美国售出的最受欢迎的蒸馏酒之一。增强现实功能使消费者了解该品牌的创始和起源故事。
