Lime-A-Rita Now a Woman’s Brand?

Dear Client:As Lime-A-Rita has "naturally resonated with women since its arrival to market in 2012," A-B has launched a new female-centric campaign to transform the brand to the first in the company's portfolio to exclusively market to women. It coincides with a package redesign and five new flavors for the brand.The new campaign, "Make it a Margarita Moment," leverages women's alleged love of margaritas.WHY? Well, women influence 85% of consumer purchasing decisions in the U.S., and are "strong advocates for