American Anthem

The Challenge

Tito’s vodka arrived on the scene and rocked the category with their position of handcrafted American vodka with more personality and taste…in a category whose historic standard was the absence of flavor. Diageo had to respond to stay relevant in the evolving category. They decided to leverage the social climate of the time influenced by a rise in nationalism, increased desire to “buy American” and broad support for military veteran causes, and to explore creating a vodka built on American pride.

Our Approach

• Translation of Trends to Innovation Platforms
• Rapid Concept Prototyping and Design
• Concept Optimization
• Strategic Future Pipeline Building

The Results

American Anthem Vodka, the patriotic tribute that honors it American roots and benefits U.S. military veterans. Introduced May 2018.