The activation, which introduces the tagline ‘Keep It Tasty’, comprises two 15-second ads backed by three six-second spots. Promoting four of Nütrl’s 14 flavour variants – Black Cherry, Orange, Pineapple and Watermelon – the campaign will run nationwide throughout this year on streaming platforms as well as through digital and social media, out-of-home, radio and on POS for the off-premise channel.
Fineman, who appears on Saturday Night Live, signed up with Anheuser-Busch for Nütrl almost exactly a year ago.
As well as Nütrl, which has an ABV of 4.5%, AB InBev also owns the Cutwater spirits-based RTD brand. According to data from Circana to the end of December, Anheuser-Busch claimed that the brand is “the number two spirits-based seltzer in the US”.
In figures released this month by US trade association Discus for 2023, spirits-based RTDs were way out in front growth-wise of all the spirits categories in the US. With a +27% showing in value terms year-on-year, the segment dwarfed second-placed tequila & mezcal, which was up by 8% on 2023.
