• by Teresa Buyikian , February 28, 2025

The RTD market remains one of the alcohol industry’s biggest trends going into 2025, valued at  $766.69 billion in 2024, according to Fortune Business Insights, and is projected to grow from $804.87 billion in 2025 to $1,227.81 billion by 2032.

Now one of the largest makers of RTD vodka seltzers in a can is launching a new flavor, complete with an omnichannel campaign rollout.

NÜTRL Vodka Seltzer recently announced its “Keep it Tasty,” campaign. Its first :15 TV and online spot, seen here, introduces its  Lime flavor. The ad depicts young adults drinking  NÜTRL in various fun settings such as the beach, a bar, party and a festival, set against a surrealistic green and black animated background which is the same style as the beverage’s label.

The campaign was created by The Martin Agency, in partnership with ManvsMachine.

While the flavor had limited release in select cities in 2024, Lime will now be rolled out in four packs nationwide. The vodka-based seltzer is 100 calories and made with vodka, seltzer and  fruit juice with an ABV of 4.5%.

"Our mission has always been to create great-tasting seltzers made with real vodka and real fruit juice. The positive response from our drinkers … inspired us to bring it to a national audience," said Marisa Siegel, vice president of marketing at Anheuser-Busch in the announcement.

The campaign will continue throughout 2025 with a total of six :15 spots and five :06 spots running across national TV, digital, OOH, social, radio and retail.

“We wanted the new spots to feel less like ads and more like music videos,” said Emily Delius, senior art director at The Martin Agency, citing the brand’s “ huge presence in live music “ with booths and sponsorships at various festivals and venues.