The idea of an ugly sweater is kind of played out. Every brand under the sun is making busy holiday apparel, to the point where the trend is sort of yesterday’s news. So, what is Tito’s Vodka doing instead?
It’s keeping in the spirit of the Ugly Sweater promo, but letting people decide how far they want to turn that ugly dial, with an entire line of sweater-themed products for people, pets, and even drinkware that range from “Not That Ugly,” to “Kinda Ugly,” “Uglyish,” “Ugly,” “Uglier,” and finally “Ugliest.”
The Tito’s holiday collection features everything from stockings (Kinda Ugly), ornaments (Ugly), dog sweatshirts (Not That Ugly, Uglyish, or Ugly), human sweaters (Kinda Ugly, Uglyish, or Ugly), a quarter-zip (Ugliest), and even seaters for the bottle of vodka (Kinda Ugly, and comes in a pack of five).
So, yes, this is still very much in line with the ugly sweater trend, but what Tito’s does well here is offer a variety of different designs, all with the tongue-in-cheek sliding ugliness scale. It also offers a host of different holiday-themed products, from human apparel, pet products, slippers, ornaments, and drinkware accessories, making them great gifts for loved ones or just yourself.
Most importantly, even though the designs are busy, the Tito’s branding is incorporated prominently, turning each ugly design into a beautiful promotional experience.
Tito’s is known for its creativity. During the pandemic, it used its manufacturing capabilities to create Tito’s-branded hand sanitizer when hand sanitizer was probably the most sought-after item in the world.
Now that things have calmed down a little, it can return to the fun side of branding, like dog sweaters.
