Making Good Impossible to Miss
Independent Study | Research, Strategy, and Creative
In our last semester at The Brandcenter, each Creative Brand Management student completes an independent study, partnering with a real-world brand to solve a live business challenge or explore a new opportunity. These projects are done at no cost to the brand, offering fresh strategic thinking designed for real-world application.
MY ROLE = EVERYTHING
I LOVE TITO’S
So when it came time to pick a brand, Tito’s was a no-brainer.
Tito’s is one of the most loved vodka brands, with strong brand equity and positive reputation. But behind the brand has something most people don’t know about:
a massive philanthropic effort.
In the last five years alone, Tito’s has donated over $200M to nonprofits, supported 50K+ nonprofit events, and worked with 20K+ organizations.
Yet awareness of this impact remains incredibly low.
How can Tito’s share its philanthropic contributions in a way that feels authentic, not performative in order to strengthen credibility with a generation that isn’t drinking as much.
THE ASK
METHODOLOGY
WHAT I WANTED TO KNOW
I explored how trust is built and broken in purpose-driven branding, especially within a category that carries inherent tension.
WHICH INCLUDED
Testing expectations for alcohol brands in social good
Identifying what signals authenticity versus performative intent
Understanding instinctive perceptions of Tito’s
WHAT I FOUND
Low Expectations in the Category
Many participants admitted they don’t naturally associate alcohol brands with social good. Purpose is not expected in this category, which creates both skepticism and opportunity.
Proof is Everything
When asked what builds credibility, participants consistently pointed to transparency, specificity, and long-term follow-through. Vague claims were seen as red flags.
Stay Away from Serious
Gen Z doesn’t want to be lectured. Tito’s isn't seen as a brand that doesn’t take itself so seriously, so going full philanthropy is a bad move.
Strong Brand Equity
Independent of purpose, Tito’s is already perceived in a positive light. This built-in brand equity creates a stronger foundation for creditable purpose communication.
SOMETHING STOOD OUT
Young adults (21–35) who drink occasionally and intentionally, choosing fewer, better experiences that align with their lifestyle and sense of control.
Selective Social Drinkers
Target
While they aren’t drinking as much,
they still drink on occasion.
And they want that occasion to count.
WHY?
HEALTH IS WEALTH
THERE IS NO TIME
Time feels like the scarcest resource for Gen Z, shaping how and when they choose to show up. With 46% reporting they feel stressed or overwhelmed most of the time, socializing and drinking become more intentional decisions. It’s not just about what they do, but whether it’s worth the time they have.
WEALTH IS WEALTH
For Gen Z, spending on alcohol is less about quantity and more about what’s actually worth it. With 90% saying cost of living impacts their lifestyle choices, every purchase is more intentional. Drinking becomes less frequent, but more considered—quality over just having something in hand.
NO CONTROL
For Gen Z, control doesn’t come from the future, it comes from the choices they can make right now. With 70% actively trying to be intentional about how they spend their time and money, everyday decisions carry more weight. When bigger things feel uncertain, small choices become a way to take control back.
When everything feels limited, choices become intentional.
QUALITY > QUANTITY
Has Become the New Default
They are minimizing the occasions,
but they want to maximize their experience.
And this shows up in more than just drinking.
The same way they choose what’s worth it,
they choose what matters.
GEN Z IS INVOLVED
85%
71%
They want to do more for the causes they care about,
but real-life pressures make it harder.
41%
39%
42%
They may feel like their impact is minimal,
but they are still showing up.
Some Truths
Drinking is shifting from quantity to quality.
CATEGORY TRUTH
Gen Z can’t do everything, so they’re choosing what’s worth it.
CONSUMER TRUTH
Control is the new status symbol, defined by intentional choices.
CULTURAL TRUTH
Insight
Opportunity
Strategy
In trying to choose what’s best for later, we overlook the value of the choices we make right now.
Make Tito’s an Intentional Choice.
Maximize Your Choice Now and Later
VISUAL PRINCIPLES
EXAMPLE COPY
Intentional, chosen moments, effortless
Candid, warm, slightly imperfect
High flash photography
Connection over performance, intentional
Doing good, naturally embedded
this one counts, helped fund $ [cause]
good choice, did a little extra too
worth it, (for you and someone else)
went out for one drink, this one did something
Gen Z isn’t drinking more, they’re drinking smarter. This makes Tito’s the intentional, “worth it” choice for the moments that matter.
Tito’s already has strong equity. This idea doesn’t reinvent the brand, it deepens what people already feel.
By using humor and lightness, it avoids sounding like a PSA in a category that should feel fun.
No extra steps, no sacrifice, just choosing Tito’s. The good is built in, not bolted on.
WHY THIS WORKS
Biggest Takeaway
Tito’s was one of those projects that didn’t even feel like work. I’ve always loved the brand, so getting to actually dive into it was pretty surreal. What stood out most was how much stronger the strategy became once I really listened to the consumers. It pushed me creatively, challenged me to think deeper, and made the work feel more real than anything I’ve done before. And hearing the client not only appreciate it, but want to use it, was one of those full-circle moments that reminded me why I love doing this.