Cutwater's New Campaign, Package Raises The 'Bar'

Cutwater, a canned cocktail, just debuted its latest nationwide campaign, “Open the Bar.”

The integrated three-spot effort from AKQA highlights the brand’s ready-to-drink innovations. There is also a new visual brand design. The packaging features bold colors, a larger logo and illustrations to showcase flavors.

Après Ski,”  “At-Home” and “Beach” highlight the brand’s lively look, as well as the occasions when cocktails up the enjoyment factor.

The target audience is 25-54s with a higher-than-average income who enjoy entertaining.

Cutwater offers 20+ canned cocktails, such as lime margarita, vodka mule and tiki rum mai tai.

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The cross-platform campaign rolls out across social channels Meta, Pinterest and Twitter, audio, connected TV, premium digital video platforms, such as Hulu, YouTube and Vevo, and contextual digital, such as Spotify and the Bleacher Report throughout the spring.

“'Open The Bar' is a campaign designed to act as a compelling call-to-action that consumers can now enjoy a bar quality cocktail whenever, wherever, while educating them on just how accessible a premium drink can be," says Chad Lafeldt, vice president of marketing for Cutwater, a division of Anheuser-Busch.

“We’re past the days when you had to be in a fancy bar or memorize complicated recipes to have a great cocktail,” he adds.

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