Tito's Markets Vodka for Dog People

Ethos, pathos, and logos are well-known and often used methods of persuasion. These techniques have been utilized by many companies for decades, both alone and in conjunction with each other. The best-selling spirit in America today is no exception.

Tito's Handmade Vodka was established in Texas in 1995. After a long, uphill battle, they are the top selling liquor in the United States. With hundreds, if not thousands of vodkas standing in their way and fighting for the same title, the marketing team for Tito's quickly realized they needed something other than their product to grasp people's attention and create a following. That is where pathos came into play with the saying; "the vodka for dog people."

The method of pathos persuades an audience by evoking certain emotions that the consumer is presumed to feel. Tito's hit a landmine when bringing in dogs, the most commonly owned pet in America. They were highly aware that "a man's best friend" is something a majority of Americans feed into, and they capitalized on that concept. Nearly 40% of American households own at least one dog.

Tito's uses their social media to promote their mission consistently. They constantly post photos on Instagram of various dogs toting their bandanas and drinking out of their dog bowls. These items, along with collars and treats are often given as freebies to accounts as a gimmick to get people to support their brand.

2 years ago, Tito's struck up a partnership with the distributor Hardenberg-Wilthen in Germany. Launching an American made brand in Europe is no easy feat, but they've managed to land it with their impeccable marketing strategy. Germany is home to 9.2 million dog owners, making them the second largest European nation to do so. They have also struck a deal in Spain with Martin Brands, who intends to target tourists and club scenes. They are currently available in over 140 international markets.

The man behind the brand, Tito Beveridge, noticed a plethora of stray dogs years ago at the site of the distillery. After starting the company, he began working with rescuers, such as Emancipet. Ever since, all proceeds of merchandise including the dog bowls, leashes, bandanas, etc. go to non-profit corporations in support of dogs in the United States.

As if their marketing strategy could not get more prominent, they actually have a tab on their company website labeled "vodka for dog people." Tito's is also one of the first major companies to have canines as a part of their staff.  They are featured under this tab on their website, famously dubbed as "co-woofers." They exemplify a separate tab on their website that highlights these dog companions. They often post articles giving prominence to charitable organizations they work with, another way for locals to connect with the brand from across the country.

The emotional appeal of being the "vodka for dog people" not only resonates with dog owners, but any pet owner alike. Their mission to support dogs is one in the same as any other rescue mission, whether it be cats, rodents, reptiles, and so forth. I find that even with myself being a cat owner, I am more persuaded to purchase Tito's compared to another vodka, due to the fact that they support animals as a whole. Tito's love for all animals has given them more business than they could have ever imagined. In most cases, customers will choose a brand that supports something they love over a competitor that shares no connection to their target audience. 

Pathos is an essential persuasion method and Tito's Handmade Vodka has certainly mastered the emotions behind their mission and actions.