Case Study: Tito’s Handmade Vodka | Latino Marketing Consulting & Spanish-Language Advertising
COPY: Latinx Copywriter
Client: Tito’s Handmade Vodka
Services: Latino Marketing Consulting, In-Culture Creative Strategy, Spanish-Language Copywriting, Bicultural Brand Storytelling
THE LEMON
VS. LIME DEBATE
WHAT HAPPENS WHEN LIMÓN MEANS LEMON... OR LIME?
Recipes are core to the brand, and one of the most iconic is the founder’s favorite, the classic Tito’s Soda Lime. Always served with a slice of lime, this simple recipe presented a critical transcreation problem: lime doesn’t have a clean, universal translation in Spanish.
Across Latin America, 11 countries use the word limón to mean lime, while seven use lima. To make things even trickier, limón can also mean lemon depending on the region. So how do we make sure everyone gets the right garnish?
For U.S. Latinos who have adapted their native dialects to reflect the rich diversity of Hispanic and Latino cultures, we offered a clear, community-friendly solution: “limón verde” for lime and “limón amarillo” for lemon.
It may not be grammatically perfect, but it’s instantly understood and easy to follow. Because cultural connection is about real-life relevance.
CAMPAIGN
OVERVIEW
Texas’s Latino roots run deep.
Once part of both Spain and Mexico, it’s no surprise that today over 40% of Texas’s population identifies as Hispanic or Latino, now the state’s largest demographic group. From the border towns to some of the biggest cities in the country, our cultura is everywhere: Spanglish spoken with orgullo, carne asadas becoming a statewide pastime, and uniquely Texan music genres, like conjunto and tejano, being played on the national stage.
Recognizing the significant impact that Texas Latinos have on the state's heritage, economy, and contemporary society, Tito’s Handmade Vodka aimed to strengthen its connection with Spanish-speaking and bicultural consumers throughout the state. By 2025, the U.S. Latino GDP reached a historic $4.1 trillion, demonstrating that marketing to Latino populations is an imperative business strategy.
THE CAMPAIGN OF THE GOAL WAS CLEAR:
Create culturally relevant, Spanish-first, and in-culture creative that reflects Tito’s laid-back voice and proud Texas roots. By honoring our traditions, language, and values, Tito’s continues to show up for Latinos across the state, the country, and beyond.
CHALLENGES
SAYING ADIÓS TO INCONSISTENT SPANISH TRANSLATIONS
Raising a glass to language that connects, con corazón y alma.
OUR SOLUTION
CRAFTING THE PERFECT COCKTAIL OF SPANISH, CULTURE, AND COMUNIDAD
Developing a Spanish-Language Brand Voice
This is the heart of everything we do. Our team meticulously transcreated Tito’s brand voice guide into Spanish, capturing the same laid-back, witty, and warm tone that defines the brand. The result is a seamless bilingual experience that feels authentically Tito’s.
Spanish Copywriting & Transcreation
Latinx Copywriter crafted a variety of Spanish-language assets for the brand, blending original copywriting and copy transcreation from English to neutral LATAM Spanish. Our team developed several copy assets spanning the brand’s various touchpoints with intention and accuracy: corporate communications, B2C messaging, and materials for its nonprofit arm, Love Tito’s.
Cultural Consulting
Context matters, mainly when translating branded messaging. Our team provided in-depth guidance on culturally relevant language choices, campaign insights, and creative direction. From nuanced word preferences to big-picture recommendations, we ensured every piece of work reflected the lived experiences of U.S. Latinos.
OUR SOLUTION
CRAFTING THE PERFECT COCKTAIL OF SPANISH, CULTURE, AND COMUNIDAD
Developing a Spanish-Language Brand Voice
This is the heart of everything we do. Our team meticulously transcreated Tito’s brand voice guide into Spanish, capturing the same laid-back, witty, and warm tone that defines the brand. The result is a seamless bilingual experience that feels authentically Tito’s.
Spanish Copywriting & Transcreation
Latinx Copywriter crafted a variety of Spanish-language assets for the brand, blending original copywriting and copy transcreation from English to neutral LATAM Spanish. Our team developed several copy assets spanning the brand’s various touchpoints with intention and accuracy: corporate communications, B2C messaging, and materials for its nonprofit arm, Love Tito’s.
Cultural Consulting
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Context matters, mainly when translating branded messaging. Our team provided in-depth guidance on culturally relevant language choices, campaign insights, and creative direction. From nuanced word preferences to big-picture recommendations, we ensured every piece of work reflected the lived experiences of U.S. Latinos.
LET'S BUILD YOUR NEXT HISPANIC MARKETING SUCCESS STORY
If your brand is ready to connect authentically with Hispanic and Latino audiences, Latinx Copywriter can help you speak with cultura, corazón, and clarity.