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2018 FINALIST MULTICULTURAL & LIFESTYLE SEGMENTS
UNITED STATES
Justine Greenwald, EVP, Creative Chantal Smith, Creative Director Candie Velasco, Associate Creative Director Phil Pagliaro, Art Director Dan Trimarchi, Copywriter Mike Raleigh, EVP, Account Andrea Kelly, VP, Account Anna O'Connell, Senior Account Executive Katherine Barks, EVP, Strategy John Colella, Production
SUMMARY
ABInBev’s Lime-A-Rita team unearthed an opportunity that bigger brand marketers completely missed. We found a substantial and vibrant subset of our largely African American and Hispanic audience were shopping at independently owned bodegas. Big brands considered these Bodegas to be too chaotic, lacking the scale to warrant investment. But to Lime-A-Rita, they represented the perfect place to connect with multiethnic shoppers and provided additional opportunities to grow. We partnered with bodegas to provide them with a program that allowed Lime-A-Rita to stand out, drive awareness, and support an undervalued channel.
