1.PERSONAS

LUKE “REGULAR GUY” WILLIAMS

“I’m just a down-to-earth Southern guy who likes the simple things. Give me a beer or a stiff drink and some good country music, and I’m happy.” “My pet peeve is when people act snooty or pretentious.”

LUKE “REGULAR GUY” WILLIAMS

● Friends and family a big part of his life.● His idea of a fun night out is hitting the bars with his fraternity

brothers and co-workers. Hates clubs. ● Works a modest job and while it’s important to him to make a

good living, his job and career are not everything to him.● Likes country and rock music.● Huge football fan of the Tennessee Volunteers.● Enjoys hanging out with his dog Tucker, a black lab.

Favorite Brands:

2.BRAND ATTRIBUTES& VALUE PROP

BRAND ATTRIBUTES

Assets+ Texas’ oldest legal distillery + Old-fashioned pot stills

Offer“America’s Original Craft Vodka”

Approach+ Proudly made in Austin, TX + Independently owned distillery+ Vodka is distilled 6 times + Every batch is taste-tested

SkillsFounder, Tito Beveridge, is a self-taught distiller and entrepreneur

MissionMake the best vodka in the world and offer it at a great value.

Intangibles+ Inclusiveness + Belonging+ Simplicity

VALUE PROPOSITION

For the unpretentious vodka drinker, Tito’s Vodka is the only vodka company that makes the best tasting vodka for the masses, because we produce in Texas’ oldest legal distillery using old-fashioned pot stills, charge a reasonable price and our humble founder worked hard for years to fulfill his dream of creating a craft vodka that anyone and everyone could enjoy.

3.BRAND STORIES

BRAND STORIES

Paying over $300 for bottle service at a nightclub is so not your scene. Choose Tito’s, not just because it’s nicer to your wallet, but also because it was founded by an unpretentious, self-made entrepreneur in Austin Texas – the type of guy you’d want to have a drink with.

BENEFACTOR

Tito’s Vodka

GOAL

Humility

BENEFICIARY

Consumer

SUPPORT

+ Unpretentious founder who is a self-made entrepreneur+ Made in an independently

owned, Texas distillery+ Affordable price

HERO

Consumer

ADVERSARY

Prestige

4.CREATIVE BRIEF

CREATIVE BRIEF

Background

Raise awareness for the brand by driving traffic to the website, ultimately increasing sales.

Audience

+ Everyday, regular guy.+ Fun-loving, goofy+ Male, 21-30, single, no kids+ HHI of $55k

Insight

“I’m just a down-to-earth southern guy who likes simple things.”

Problem Statement

“I don’t want to pay hundreds of dollars for bottle service at a nightclub. I’d like to avoid coming off as pretentious.”

Promise

Tito’s Vodka makes the best tasting vodka that anyone and everyone can enjoy.

Proof Points

+ Texas’ oldest distillery+ Pot distillation+ Native Texan self-made founder+ Affordable

Call to ActionChoose Tito’s.

5.CONTENT CALENDAR

CONTENT CALENDAR

01 OCTOBERTHEME: PLAYFULNESS

02 NOVEMBERTHEME: TEXAS PRIDE

03 DECEMBERTHEME: SIMPLICITY

6.CONTENT SAMPLES

AUSTIN CITY LIMITS● Tito’s Airstream lounge - freebies, games, and

our signature Austin Sunrise cocktail● Instagram - Encourage people to stop by the

Tito’s Airstream lounge to hang out and win prizes

● Snapchat - geofilter will work only around the immediate vicinity of the airstream lounge○ Focus given to guests who are

engaging with our lounge activities such as playing lawn games, winning swag or trying our signature cocktail

○ Share your story with the Tito’s team for a chance to be featured on the company snapstory

TITO-ISMS SERIES● Quotes from our founder that

demonstrate our brand’s attitude and personality

● Each piece of the series can bring out a different attribute of the brand

● Regular series helps audiences more familiarity

● See more Tito-isms on our website www.titosvodka.com

SIMPLICITY AD

● Simple additions to compliment the vodka, not outshine it

● Rustic wooden background● Visit the brand’s website for

simple recipe ideas

December 1st, Outside Magazine

1.PERSONAS

CHRISTIAN H. RULER

“Status and success are extremely important to me. I like to work hard, and play harder.” “I enjoy reading books and articles on how to improve my performance in every aspect of life. I am continuously looking to advance.”

CHRISTIAN H. RULER

● Only child; not very close with his parents. ● He is an extrovert with many business acquaintances, but has few

close friends.● Loves to travel. ● Enjoys watching golf and tennis.● His favorite music is hip hop and electronic dance music (EDM).● His idea of a fun night out is attending a charity gala or a

work-sponsored event, then getting bottle service at the club with his friends.

● Works out at Equinox gym regularly, and is very concerned with his physical appearance.

Favorite Brands:

2.BRAND ATTRIBUTES& VALUE PROP

BRAND ATTRIBUTES

Assets+ Highest grade of wheat from Picardy+ Spring water from Cognac well+ Signature cork to seal bottle

Offer“World’s Best Tasting Vodka” a total of 7 unique flavors, each showcasing a different French ingredient.

Approach+ Imported from France + Continuous column distillation+ Single distillation+ More than 550 quality control checks

SkillsFrancois Thibault’s years of spirit-making expertise

MissionThe Essence of Perfection

Intangibles+ Curation + Delight+ Style+ Symbolism

VALUE PROPOSITION

For the sophisticated vodka drinker who strives for perfection and status, Grey Goose is the only vodka company that offers an unparalleled level of expertise and curation, because we use only the highest quality French ingredients and a continuous column distillation process, we offer 7 unique and sophisticated flavors, and our founder was a visionary cellar master who worked for years to achieve the highest level of skill as a master blender and distiller.

3.BRAND STORIES

BRAND STORIES

Stand out from the crowd with Grey Goose vodka. When you attend one of our exclusive event experiences, you will be transported to the French Riviera with lavish food, music and cocktails excellently prepared by skilled mixologists. Wherever you spot our frosted bottle and signature blue cork, you will know you’re in for an extraordinary experience.

BENEFACTOR

Grey Goose

GOAL

Glamour

BENEFICIARY

Consumer

SUPPORT

+ Range of exclusive experiences

+ Sophisticated frosted bottle with signature cork

+ French style and class

HERO

Consumer

ADVERSARY

Conformity

4.CREATIVE BRIEF

CREATIVE BRIEF

Background

Increase brand loyalty and maintain the brand’s position as the world’s best tasting vodka.

Audience

+ Sophisticated, cultured+ Male, 29-36, single, no kids+ HHI of $100k

Insight

“I constantly strive for success in all aspects of my life. It is important for me to be able to elevate my life and the lives of those around me.”

Problem Statement

“I don’t want to be ordinary. I won’t settle when I know I can have the best and achieve more.”

Promise

Drinking Grey Goose will show the world how special you really are.

Proof Points

+ Highest grade French wheat+ Exclusive French spring fed well+ Signature cork to preserve flavor+ Top-shelf price point

Call to ActionElevate your experience.

5.CONTENT CALENDAR

CONTENT CALENDAR

01 OCTOBER

THEME:

GLAMOUR

02 NOVEMBER

THEME:

EXCELLENCE

03 DECEMBER

THEME:

ELEVATE

6.CONTENT SAMPLES

Pursuit SeriesMulti-Channel

+ Promoted across all channels+ Bulk of content on website+ Close up imagery+ Pursuit of...

New Year’s Eve AdDecember 1st, GQ Magazine

+ Saturated Color+ Streamlined Design+ Showcase Bottle+ Intended to immerse the reader

Fly in StyleYoutube Video

+ Promoted across all channels+ Main video on Youtube channel+ Fly Beyond+ Stand out in a crowd

THANKS!

Any questions?