*WARNING: CANS ARE EMPTIER THAN THEY APPEAR

Tito’s had a problem.

Everyone and their mom was coming out with a hard seltzer. (Seriously, moms too.)

The pressure was on, with people constantly asking Tito’s when they were going to release their hard seltzer.

So we helped them craft a response that wouldn’t just be another empty promise.

Sort of.

Client: Tito’s Handmade Vodka
Art Director: Erica Canup
Agency: Arts & Letters Creative Co

We made a website with more details about this completely empty can. Long live long-winded copy that talks about nothing at all.

And it was cool to get noticed for doing the absolute least. Folks like The New York Times, AdAge, AdWeek, CNN, Eater, and Food & Wine enjoyed our empty can.

Even the internet liked it, and they’re a tough crowd.

Anyways, here’s some more fun we had with this 100% empty can.