#NeverApologize is a big step for RITAS, moving the brand from advertising to creating cultural conversation. The campaign is about embracing who you are, taking labels the world gives you and making them your own or giving the middle finger back. As the brand is referred to as THOT juice, trashy, cheap, and basic on the Internet daily, it just feels right for this message to come from the original margarita in a can.
“We wanted to take what culture says and thinks and tweets about our brand and give it back better than we got it. That’s what #NeverApologize is about. It’s not going to be everyone’s cup of tea, but that’s the point. Dress how you want. Drink what you want. Do who you want. Be who you are unapologetically. Love yourself. It’s a big message from a margarita in a can but hey we also have 8% ABV. Enjoy, Internet.”– Leslie Shaffer, Fallon Executive Creative Director
“Ritas, the maker of Anheuser-Busch’s line of margaritas in a can, took out a full-page ad in the New York Times on June 25 to make a point about the way people often describe its fruit-flavored drinks.” – Adweek
“The print ad encourages women not to apologize for their attire, taking selfies and having fun. As part of its #NeverApologize creative platform, the company also created a video showing a few tweets from consumers claiming that the drink is “too sweet” and “nasty AF.” – Marketing Dive
“The ad mentions the words often used to criticize the sweet-tasting drink–like “trashy,” “gross” and “girly.” It then notes that “we get” the criticism because ‘we’re a margarita in a can. But we can’t help but notice these labels are often used to bring down women. And THAT we don’t get.’” – AdAge
Learn more about RITAS here.