In a Shift, AB InBev Pitches Lime-A-Rita Exclusively to Women

Posted on by Patty Odell

Anheuser-Busch is acting on a key insight: 65% of its Bud Light Lime-A-Rita customers are women.

Lime-A-RitaIn a new campaign, the brand is marketing the twist on the classic margarita exclusively to women, a first for the big brewer. The campaign, “Make it a Margarita Moment,” was crafted after “an incredible amount of time” was spent listening to its female customers to ensure the ads and promotions were highly relevant and reflective of the women’s lives. As the campaign name suggests, the marketing features women getting together, having fun and celebrating a “Margarita Moment,” according to Fortune.

Lime-A-Rita launched in 2012 as a way to mix beer and alcohol together in a beverage to satisfy consumers’ growing interest in spirits. Since then new flavors have been added like Straw-Ber-Rita, Grape-A-Rita and Mango-O-Rita.

The beer category, in particular, has had some of the biggest challenges as it comes under siege by female Millennials fed up with sophomoric ads that have long objectified pretty young woman.

Coors Light is another beer brand that got the message to take women much more seriously if it wants their business. Last year, it launched the “Climb On” video campaign showing woman as they truly are: strong, brave and smart. However, marketing to women is a sticky wicket. For example, even the wrong word, like empowerment, can ignite a negative social media firestorm. Vera Bradley, Wrangler and Cosmopolitan UK all found this out the hard way.

Bud Light picked a smart month to activate its campaign targeting women as March is Women’s History Month, a period when there is already a sharp focus on women’s contributions. Read the article …

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Damon Swenson, Brand Activation Manager at Dr Pepper, on crafting a retail program using custom labels tied to Millennials’ passion points and lifestyle interests like fashion, music and pop-culture. He presented his case study at Marketing to Millennials 2017.



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