Launching A Tito’s Fighter

The Challenge: Diageo’s vodka portfolio was in decline as big brands lost market share to Tito’s Handmade Vodka. Their response was to introduce a Tito’s fighter, American Anthem Vodka. Our challenge was to launch it.

The insight: Despite polarization in our culture, Americans are united by a mindset of loyalty, responsibility, and conscience. The act of giving back offers a sense of control and connection.

The strategy: Position American Anthem as a symbol of unity—every bottle a flag to be raised, every purchase a way to serve.

 The execution: An integrated social-first campaign centered on a $1-per-bottle sold military donation program through charity partnerships. Deployed five content pillars across organic and paid social, targeting vodka enthusiasts, military-affiliated consumers, and socially conscious audiences through organic posts and a six-week paid social campaign.

The Results:
 Exceeded distribution targets while generating $600,000+ in military donations within six months, reaching 2.8M+ consumers and achieving a 27% video completion rate. The military-focused audience delivered 2x higher engagement, while brand lift study showed significant boost in recall, awareness, and favorability.