A-B Puts a New Splash into Lime-A-Rita

Brewer launches "most significant advertising and marketing campaign" in brand's history

Lime-A-Rita Splash

NEW YORK -- Anheuser-Busch's Bud Light Lime-A-Rita is gearing up for National Margarita Day on Feb. 22, with a new marketing campaign and the introduction of Lime-A-Rita Splash.

New Tastes

Lime-A-Rita Splash is a new take on the traditional margarita, the company said.

"When it launched in 2012, Lime-A-Rita shook up the flavored-malt-beverage category and has proven to be one of the most successful innovations within the beer industry to date," said Mallika Monteiro, senior director of Lime-A-Rita. "With the introduction of Splash, Lime-A-Rita continues to reinvent the category as a convenient cocktail solution that helps our consumers extend the weekend, and treat themselves to a margarita whenever they choose."

Lime-A-Rita Splash will officially be in stores beginning March 7 and will be available in six-packs of 12-ounce glass bottles. Splash is a 4% alcohol by volume flavored malt beverage. The two inaugural flavors will be Lime-A-Rita Splash and Straw-Ber-Rita Splash.

Later in the year, A-B is promising the introduction of Water-Melon-Rita, a new seasonal summer flavor. A variety of additional flavors also will be introduced throughout the year catered to select markets, the company said.

New Campaign

Meanwhile, A-B is launching what it said is its most significant advertising and marketing campaign since the Lime-A-Rita brand launched in 2012. "Fiesta Ready" focuses on celebrating "margarita moments," what the brewer calls "special moments when a margarita can change everyday occasions in truly unexpected ways."

The first of five commercials, created by FCB Chicago, debuted during the Grammys telecast on Feb. 15. The "Fiesta Ready" campaign "will bring the party to consumers during moments they least expect it, but need it the most. From the end of a long workday, to a busy commute, to the middle seat of a packed flight, Lime-A-Rita is going all out to surprise and delight consumers in 2016," the company said.

In addition to the TV commercials, the brand will unveil billboards, train wraps, elevator TV, heated bus shelters and innovative media partnerships throughout the year.

On Feb 22, Lime-A-Rita will help New York City consumers celebrate National Margarita Day with a surprise event that will "show up unexpectedly at the end of the workday."