The US arm of Anheuser-Busch InBev has released details of a nationwide activation for the group’s Nütrl spirits-based RTD.
‘The One with the Umlaut’ is the first cross-country marketing push for Nütrl Vodka Seltzer, which according to Anheuser-Busch, is “the #2 spirits-based seltzer brand on the market”. Comprising connected TV, digital, Social Media, out-of-home, radio and off-premise presence, the campaign is fronted by Saturday Night Live regular Chloe Fineman playing a character called Günter.
Financial details behind the campaign, which will run throughout this year, were not disclosed.
The Nütrl portfolio comprises 12 flavours grouped in three four-can variety packs.
In results for the first nine months of 2022, announced in October, AB InBev highlighted its ‘Beyond Beer’ activity, with particular emphasis on the Cutwater Spirits and Nütrl RTD brands in the US. The division was up in sales terms by 10% year-on-year.
