Martha Stewart x Tito's "DIY January"

“Dry January” has become a “thing” for sure … the month after all the holiday indulgences where you take a break from drinking. Perhaps good for the mind, body, and soul (perhaps) but not necessarily good for the liquor and bar and restaurant businesses.

Tito’s Vodka is taking a jab at “Dry January” with “DIY January” in a fun (and joking) attempt to show many alternate uses for vodka around the house. With DIY guru Martha Steward. Take a look …

Hysterical and so on brand for both brands! You can even get the DIY January kit online by clicking here, although the brand is quick to say that they can’t verify the effectiveness of these suggestions since they are all just jokes.

It’s great fun to see a brand enter a pop culture conversation that clearly affects them, and to do it in a way that is entertaining, perhaps thought-provoking, and shareable. I’ve shared!

Happy Dry January or however you celebrate the first month of the year.

What’s your experience? JIM