• by Fern Siegel , February 22, 2024

NÜTRL Vodka Seltzer just debuted its latest campaign: "Keep It Tasty."

To promote the brand, NÜTRL is utilizing Chloe Fineman, known for her work on "Saturday Night Live" and various episodic TV shows. Reprising her role as the brand’s resident vodka seltzer sommelier, Fineman appears in the new ad "Photo Op."

In it, she poses for a group shot — and becomes especially perky when she's handed a NÜTRL.

The integrated campaign runs across streaming, digital, OOH, social, radio and retail throughout 2024.

"As someone who feeds off observational humor, it was especially fun to bring this character into sometimes awkward social settings that we can all instantly relate to," Fineman said.

Developed by The Martin Agency, the new work features two 15-second spots, as well as three 6-second videos featuring black cherry, watermelon, orange and pineapple flavors.

To view NÜTRL’s spots — “NÜTRL Photo Op,” "NÜTRL Pineapple” and more — visit NÜTRL’s YouTube page. They are also available at www.nutrlusa.com and on Instagram @NUTRL.

NÜTRL is owned by Anheuser-Busch, the parent company of Michelob ULTRA, Cutwater Spirits, Stella Artois, Budweiser and Bud Light. In 2021, Anheuser-Busch, announced it would invest more than $1 billion in hard seltzer plants in the U.S. over a two-year period.

The global hard seltzer market grew from $12.4 billion in 2022 to $14.6 billion in 2023. Growth is fueled by various factors, including consumer preference for lighter, low-alcohol beverages.