Sometimes a brand or a product line gets a bad rap. Ritas, Anheuser-Busch’s range of margaritas* in a can has taken not-so-positive comments about it head on, with a full-page ad in The New York Times and a one-minute video clip.
According to the company, the range – including Lime-A-Rita, Mang-O-Rita, Water-Melon-Rita – are often labelled, “basic,” “gross” and “trashy”, which, it says, are often words used to describe women (also its target market).
Its ad wants women to own – or reject – negative labels put on them instead of feeling ashamed and in-turn celebrating who they are.
The video was designed to juxtapose harmful labels and women owning them and to hopefully get people to think twice before they use judgmental and sexist language.
* Ritas are a malt-based beverage and contain no tequila.
