Ritas, the Anheuser Busch flavored sparkling margaritas brand, launched a new campaign targeting football fans and leveraging the start of the new NFL this season.
The campaign, which spans TV, digital and social channels, aims to ‘elevate the tailgating and viewing party occasions with more flavour’ and to ‘play in the popular football pool culture’ with a co petition that offers consumers a chance to win season and playoff tickets.
The lead ‘Hail Berry’ spot sees Ritas team up with former NFL quarterback Matt Leinart to launch the brand’s new, limited edition autumn Berry-A-Rita flavour.
The commercial spot opens in a garden with Matt and the brand’s Ritas characters (introduced in advertising earlier in 2018 – a group of legendary ladies who have lived life and know how to have a good time) drinking Ritas.
The Ritas ladies coach Leinart (known through his career for his impressive touchdown passes and completion percentage) their signature ‘Hail Berry’ Hail Mary pass.
Working with Funny Or Die, Ritas is also rolling out a short webisode social series showcasing the Ritas ladies eclectically selecting their own teams for a football pool.
The webisodes are also amplified across the brand’s Facebook, Instagram and Twitter channels and aim to drive consumers to make their own picks for the week.
Each week, @TheRITAS will tweet a matchup and will encourage fans to submit their pick and those who answer correctly will be entered into a draw for two regular season tickets.
After the six weeks, all those who answered correctly in the previous weeks will be placed in a pool to win a grand prize of two playoff tickets.
Submit your pick for a chance to win NFL regular season and playoff tickets! #FootballPoolChallenge #HAVEARITA Rules apply: link in bio. No purchase necessary. Must follow us on Twitter. Open to US residents 21+. Ends 10/11/18. Msg and data rates may apply. Void where prohibited.
— RITAS (@TheRITAS) September 11, 2018
The football themed marketing push also includes ‘Cooler Commercial’,
and ‘Jugs Machine’
and is amplified socially across the usual platforms
When you realize there’s football on tomorrow… We feel you @MattLeinartQB #SundayFunday #HAVEARITA pic.twitter.com/NzsJoml5p7
— RITAS (@TheRITAS) September 15, 2018
In addition to being the all-time #HAILBERRY leader, @MattLeinartQB also won some super prestigious college trophy. #HAVEARITA pic.twitter.com/GQD8QPHjeC
— RITAS (@TheRITAS) September 16, 2018
The campaign was created in tandem with agency Fallon, the directors were Lena Beug and Eliza Hooper, production was handled by Station and Funny or Die and editing was by Harbour.
Comment:
Recognising that just under half of the NFL audience is female – a segment that continues to grow – this is a brand is marketing around what the consumers/fans are passionate about.
Links:
Ritas
https://www.theritas.com
https://www.youtube.com/channel/UCRBRwwTaEPHadTtj5eVSUBg/featured
https://www.instagram.com/ritas/
Fallon
