Ritas, the brand behind the original margarita in a can, is expanding its core lineup for the first time. Launching Ritas Spritz, Anheuser-Busch and advertising agency Fallon bring the unmistakable personality of The Ritas characters to educate consumers about the new product.
In a series of TV spots, online video and social content, the Ritas offer a tutorial for how to best enjoy the new, fruity, fizzy beverage that you can drink from a can or over ice – and reassure you that their expertise comes from nearly 50 years of drinking experience.
The work playfully points out that despite its name, new Ritas Spritz is wine’s alter ego — all the flavor, none of the stuffiness. The Ritas believe life's too short not to love what you drink, and they're here to tell the world you don't have to pretend to like wine anymore.
Ritas is the first brand in the Anheuser-Busch InBev portfolio to explicitly target women. Over the past two years, Ritas and Fallon have worked together to create scrappy, headline-making moments – like crashing the red carpet at the Billboard Music Awards, launching a hashtag generator for the Royal Wedding, and creating an apparel line for the swiftly-eliminated-fan-favorite “Joe the Grocer” from The Bachelor.
Vice President, Beyond Beer Brands––Chelsea Phillips
Executive Creative Directors––Leslie Shaffer and Nikki Baker
Senior Copywriter––Zack Carlstrom
Art Director––Lauren Wilson
Social Strategist––Sam Christian
Business Affairs Manager––Mona Morris
Account Director––Chase Haviland
Account Supervisor––Ale Wicka
Director––Rachel Lee Goldenberg
Executive Producer––Harry Calbom
Head of Production––Evan Kerwood
Assistant Editor––Jean Taylor