• by Tanya Gazdik , June 30, 2019

Anheuser-Busch is launching creative that inspires women to own or reject the negative labels placed upon them, and love themselves in the process.

Themed #NeverApologize, the effort from Fallon New York promotes the Ritas fruit-flavored, faux margarita malt beverages, a female-first brand since launching in 2012.

Creative takes a cue from the celebrity culture of open letters and clapbacks, and includes a full-page letter appearing in The New York Times. It draws attention to terms such as "basic," "gross" and "trashy," which have been used to describe both the line of canned margaritas and, as the ad points out, have also been directed at women.

“Given that alcohol ads — especially for AB InBev brands like Budweiser — typically cater to men, the #NeverApologize campaign for the Ritas line is a welcome change of pace that signals a more socially aware shift in the company's marketing strategy, at least when the product is targeted to millennial women,” writes Tatiana Walk-Morris in Marketing Dive.

A short video showcases the juxtaposition of harmful labels and women unapologetically living their best lives. It is directed by Lauren Sick, whose work is often described as pushing boundaries.

The campaign runs through the summer and also includes out-of-home, digital and social media. Consumers are invited to share on social media what they will #NeverApologize for.

The brand is also hosting the Ritas Summer Nail Art Sweepstakes. The brand is giving away a year of free manicures.

Consumers are invited to show off their Ritas-themed nail art on social media with the hashtag #HaveARita and #Sweepstakes. Winners will be selected on the major summer holidays: Cinco de Mayo, Memorial Day, July 4t and Labor Day.