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The US division of Anheuser-Busch InBev has lined up an ad campaign for its new flavoured sparkling margarita, Berry-A-Rita, targeting American football fans as the 2018 NFL season begins.

Earlier this week, Anheuser-Busch said it is focusing on the tailgating and viewing party occasions, as well as those participating in football pools, recognising that nearly half of the NFL audience is now female, and still growing. The first ad, 'Hail Berry', features former NFL quarterback Matt Leinart to announce the new flavour, in a backyard setting with 'The Ritas', described by the company as "legendary ladies who have lived life and know how to have a good time".

The spot, which features the 'Hail Berry' - a play on the Hail Mary pass - will run across NBC, Fox, CBS and NFL Network during game coverage throughout this month, alongside social and earned media campaigns.

The activation also features a series of short webisodes featuring the Ritas selecting their teams for a football pool and a competition launched via the Ritas' Twitter account for regular season and play-off tickets.

Anheuser-Busch InBev Performance Trends 2013-2017 - results data


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