• by Steve McClellan  @mp_mcclellan, August 28, 2017

Lime-A-Rita, the Anheuser-Busch malt beverage brand targeted to women, has selected Fallon as its new ad agency after a review, the brand confirmed today.

The five-year old brand, designed to taste like a margarita, previously used FCB for creative duties.

The brand issued this statement: 

"Lime-A-Rita has hired Fallon as the brand’s new Creative Agency of Record, effective immediately. With extensive experience in both the CPG and beverage industries, Fallon brings an energetic, fresh perspective to the Lime-A-Rita brand. 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." 

Separately the brand confirmed today that it has signed on as an “official sponsor” of the National Football League for the first time.

"We are extremely excited that Lime-A-Rita will be activating with the NFL for the first time through our partnership with Anheuser Busch," said Renie Anderson, SVP, Sponsorship & Partnerships Management for the NFL. "There is a large cross-over between NFL fans and Lime-A-Rita drinkers, especially in the female demographic, and we feel this beverage provides our fans another option to enjoy responsibly while watching NFL football."