Anheuser-Busch Lime-A-Rita Packaging Redesign
Anheuser-Busch tasked FCB Chicago with developing a new marketing campaign for its Lime-A-Rita brand that is focused exclusively on women, a first for the brewer.
The national campaign, dubbed 'Make it a Margarita Moment,' and the makeover of the Lime-A-Rita brand was created by a team of female marketers, agency partners and brewmasters. The campaign features a series of vignettes that showcase women sharing conversations and "margarita moments." The campaign included new female-centric TV and digital ads, as well as social, retail and experiential components.
Along with the campaign, Lime-A-Rita is launching its first major redesign since 2012 plus, five new flavors also will be added to the Lime-A-Rita brand lineup this year, including grape, peach, orange, pineapple and coconut
AB’s goal with this redesign was to give women a product that she is proud to hold, serve and share with her friends.
