• by Steve Smith , Staff Writer, June 20, 2025

As the ad community gathers in Cannes this week to celebrate their institutionalized mediocrity, let’s counterprogram a bit with a brand that insists on not taking itself too seriously. There are only a handful of spirits ads that consistently rise above the usual tropes. With its novel “spokescart” concept and “The Good Gets Great” tagline Tito’s Handmade Vodka always gets us to stop and take notice. They are a welcome antidote to the silly seriousness of legacy competitors. Apparently the straightforward, unpretentious “vodka flavored vodka” company reflects the founder’s attitude and the culture of the place. Allie Wester, Tito’s Senior Director Brand Marketing tells us this week, her team is encouraged to tap into the fun of vodka. They have an entrepreneurial culture of experimentation, and they lack that typical bureaucratic marketer’s dread fear of failure. And it shows. You can listen to the entire podcast at this link.