Hasta La Creative!

When Anheuser-Busch InBev launched its margarita-inspired Bud Light Lime Lime-A-Rita flavored malt beverage in April 2012, it was supposed to be a summertime limited edition ending by Labor Day. But the line extension survived and has grown to the point where the brewer has made it a major priority with new flavors and an accelerating marketing budget.

Measured media spending on the Ritas franchise jumped from $2.7 million in 2012 to $11.8 million last year, according to Kantar Media. This year, spending will grow “significantly,” said Tyler Simpson, director of marketing for Bud Light extensions. He declined to reveal the budget but said, “we are stepping up our investment in the Ritas,” which he called a “big bet for Anheuser-Busch.”

Much of the new spending is supporting a campaign that launched this week called “Fiesta Forever.” The campaign is by BBDO, which handles Bud Light out of its New York and Chicago offices.

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