Business mogul and crafter extraordinaire Martha Stewart is the queen of unexpected collaborations. First there was Snoop Dogg, then there was Frito Lay — and now, there’s Tito’s Handmade Vodka.
Just in time for Dry January, the Austin-based brand launched a new tongue-in-cheek campaign with the lifestyle expert, revamping the popular month-long event as “DIY January.”
The challenge is simple: find ways to use that leftover Tito’s around the house without imbibing it (even if Martha herself takes a couple of sneaky sips in the promo video).
Some of Martha’s tips for using Tito’s include:
- Deodorizing shoes
- Cleaning mirrors and windows
- Preserving flowers
- De-icing windshields
To coincide with the campaign, the brand is selling a limited edition DIY kit with three attachments that screw onto a Tito’s bottle. Net proceeds from the kits — which sold out a matter of hours after the campaign’s launch — will benefit nonprofits chosen by the purchasers.