FCB Chicago launched a new campaign for A-B InBev’s flavored malt beverage/crime against humanity Bud Light Lime-A-Rita, entitled “Make it a Margarita Moment.”
Apparently a “Margarita Moment” is when you decide to stay in and get drunk to save money. The campaign highlights several such moments; each begins with VO narration delivering the line, “So this happened.”
Unsurprisingly, the campaign targets women, who account for around 65 percent of the struggling brand’s drinkers—as Lime-A-Rita senior brand director Selena Kalvaria told AdAge.
To its credit, A-B InBev and FCB Chicago turned to female-led marketing and creative teams for the efforts, which were directed by Hey Wonderful’s Tricia Brock.
“We thought if we are going to speak to women and to feel authentic, that women needed to be working on this brand in order to put that stake in the ground,” Kalvaria told the publication.
The campaign is based on consumer research efforts that involved spending time in the home of young female drinkers. At one point, Kalvaria told AdAge, “The brand zeroed in on a 30-year-old woman named Robyn from Chicago, spending two days with her to study her rituals and relationships.”
At any rate, she claims the research led to “a lot of inspiration for our creative.”