AB InBev Picks Fallon as Creative Agency of Record for Its Lime-A-Rita Brand

The assignment concludes a review launched in June

A bright spot at a time when beer sales were down, the brand has struggled in recent years following its 2012 launch. Lime-A-Rita

AB InBev has selected Fallon as creative agency of record for its Lime-A-Rita brand (formerly Bud Light Lime-A-Rita).

The assignment concludes a review launched in June that saw the brand move away from FCB Chicago, which was formerly lead creative agency on the account. The agency remains on the parent company’s roster as creative lead for the Michelob Ultra brand.

AB InBev spent nearly $15 million on measured media promoting Lime-A-Rita in 2016, according to Kantar Media, as FCB Chicago launched the largest campaign to date for the brand. In March, FCB Chicago followed up with its  “Make It a Margarita Moment” campaign that was created by female-led marketing and creative teams and introduced a series of new flavors.

Fallon will run the account out of its New York office, with its first work for Lime-A-Rita expected in early 2018.

“With extensive experience in both the CPG and beverage industries, Fallon brings an energetic, fresh perspective to the Lime-A-Rita brand,” a brand spokesperson said in a statement. “We maintain strong female leadership on both the brand and agency teams and are looking forward to sharing our new creative with Lime-A-Rita drinkers across the nation in 2018.”

The spokesperson said Fallon’s first campaign would “provide a new platform for the brand to leverage for the rest of the year” and that “NFL will continue to be a focus for the brand throughout 2018.”

“Our goal is for Lime-A-Rita to bring the fun to a variety of passion points for our female consumers,” the spokesperson said.

@ErikDOster erik.oster@adweek.com Erik Oster is an agencies reporter for Adweek.