Vodka seltzer brand NÜTRL, which is made with real vodka and real fruit juice, unveiled its newest flavor: NÜTRL Lime. With the new flavor, the brand launched the next evolution of its “Keep It Tasty” campaign. 

The campaign highlights NÜTRL Lime and the belief that great taste is meant to be shared. NÜTRL describes the flavor as “perfectly zesty and refreshingly crisp” and ready for the limelight. The citrus-forward flavor is rolling out in four-packs nationwide.

“Our mission has always been to create great-tasting seltzers made with real vodka and real fruit juice. The positive response from our drinkers confirmed we had something special with NÜTRL Lime and inspired us to bring it to a national audience,” said Marisa Siegel, vice president of marketing at Anheuser-Busch, in a statement. “When reimagining the ‘Keep It Tasty’ campaign, it was a no-brainer to feature Lime in our debut spot — not only to introduce our latest addition, but also to highlight how sharing NÜTRL with friends makes any moment even tastier.”

The new “Keep It Tasty” yearlong campaign features friends enjoying NÜTRL in high energy settings, including the beach, a music festival, a bar and a house party. Brought to life by The Martin Agency, in partnership with ManvsMachines, the campaign focuses on NÜTRL’s great taste, while introducing a newly developed visual world and suite of creative assets, the brand shares. 

“The idea began with the simplicity of the NÜTRL can. From there, we played with and stretched the NÜTRL wordmark to create a high-energy world radiating from the can, showing that NÜTRL is anything but black-and-white,” said Emily Delius, senior art director at The Martin Agency, in a statement. “NÜTRL has a huge presence in live music and our fans love the high energy that comes with that experience, so we wanted the new spots to feel less like ads and more like music videos.”

The “Keep It Tasty” campaign is an integrated, national campaign that will come to life through four unique 15 second and five 6 second spots each highlighting the great taste and real ingredients of NÜTRL’s key flavors set in fun social occasions, the brand adds. The campaign will roll out across TV, digital, OOH, social, radio and retail throughout 2025.