• by Tanya Gazdik , July 10, 2014

It’s summertime and the living is easy. And Bud Light is banking on warm weather drinking trends to push out a new effort supporting its Bud Light Lime Ritas brand and a continuing effort for the mainstay Bud Light.

Titled “Fiesta Forever,” the integrated campaign from BBDO takes a festive and social storytelling approach that taps into the need of consumers to embrace moments to let go and celebrate. The idea is there’s no better way to celebrate and get in a festive party mood than with Bud Light Lime Ritas; wherever Ritas go, a party happens.

In addition to TV, the effort includes digital, social, print and OOH.

"This is the most significant ad/marketing campaign behind Bud Light Lime Ritas since it first launched two years ago," says Tyler Simpson, director of marketing, Bud Light Extensions at Anheuser-Busch InBev.

“We spent the past two years introducing consumers to Ritas with product-focused creative,” Simpson tells Marketing Daily. “Now, with four core Ritas flavors in stores and leading the [flavored malt beverage] category, the new Fiesta Forever campaign focuses on the spirit of the Ritas brand, encouraging consumers to embrace moments to let go and celebrate.”

In addition to the Ritas, Budweiser is also supporting its mainstay Bud Light brand.

As a followup to its Super Bowl XLVIII effort, where Bud Light asked one unsuspecting guy if he was #UpForWhatever, triggering an absolutely epic night (which included ping pong with Arnold Schwarzenegger), this summer, “The Perfect Beer for Whatever Happens” is taking over a real town and creating Whatever, USA -- a place where literally anything can happen, as long as you’re #UpForWhatever.

Earlier this month, the brand debuted two TV spots featuring Whatever, USA’s very own Mayor encouraging fans to audition for their chance at three days of unexpected fun. Airing nationwide and available on the Bud Light YouTube channel, the 30-second Surprise Guest and 15-second Crowd Surfing feature comical skits that tease some of the epic possibilities available at Whatever, USA.

Consumers can visit UpForWhatever.com for more information and to submit an audition for the chance to win a trip to “Whatever.”