dotGOOD help to launch Tito’s in South Africa by bringing to life its brand purpose. Tito’s, famously known as the “Vodka for Dog People,” is dedicated to improving the lives of pets and their owners.

 

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MAKING PURPOSE RELEVANT

Tito’s combined its passion for pets with an opportunity to enhance brand awareness and sales in Johannesburg, which accounts for 55% of South Africa’s premium alcohol market.

 

Despite being the country’s economic hub, Johannesburg struggles with service delivery issues, including security and the maintenance of public spaces, due to municipal budget constraints and socioeconomic challenges.

 

Parkhurst, one of the city’s most charming neighbourhoods and home to the popular 4th Avenue (an entertainment hot spot). Its parks and greenbelts, frequented by dog owners, face urban decay and escalating crime, leading to tragic incidents involving dogs and their owners.

 

Recognising a chance to protect pets and support the community, Tito’s partnered with the Parkhurst Residents and Business Owners Association (PRABOA), a group dedicated to improving the area. The collaboration aimed to enhance safety and rejuvenate public spaces, creating a more welcoming environment for all.

 

Tito’s provided an initial investment for infrastructure improvements, including security fencing and regular clean-ups. Additionally, R30 from every bottle sold in Parkhurst and surrounding areas was donated to PRABOA for further security measures. This initiative highlights Tito’s commitment to both its mission and community upliftment.

OUR ROLE

  • Campaign Conceptualisation
  • Partner Negotiation and Community Liaison
  • Media Planning and Engagement
  • Event Management and Execution
  • Impact Assessment and Reporting

THE CHALLENGE

Create a safer and more enjoyable environment in Parkhurst while building a strong association between Tito’s and pet and community welfare.

THE OUTCOME

  • Enhanced Safety: New fencing and cleanup efforts created safer spaces for residents and their dogs.
  • Community Wellbeing: Residents enjoyed revitalised public areas, fostering social interaction and enhancing quality of life.
  • Sales Impact: A 3 171% increase in sales at local retailer Solly Kramer’s and 20 new listings in nearby bars and restaurants.
  • Community Engagement: Tito’s reinforced its positive reputation through active community support, fostering a sense of connection and loyalty among local residents.

LET’S WORK TOGETHER!

CONTACT US

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