Last call for FCB and AB InBev Lime-A-Rita account

FCB will not be serving up anymore Lime-a-rita campaigns for client AB INBev, as the brewing giant launched a review Friday for its brand.

On June 22, Adweek broke the news that the brewer had issued an RFP.

A spokesman was quoted as saying, “We are proud of the work that was created from our collaboration with FCB Chicago and Lime-A-Rita, which has produced a number of memorable ads since 2015. As the brand evolves, we continually look to refresh our perspective and evaluate our agency structure.”

FCB’s Chicago office won the account in 2015, and last February helped the parent company launch the not-beer line’s biggest campaign ever using the 15-year-old Nelly cut, Hot in Here.

The brand then switched focused and catered directly to women in their 20’s, who are 65% of the brand’s consumer base. The spots were directed by Tricia Brock who has also helmed episodes of Empire and Suburgatory, among other shows.

AB InBev did not elaborate on the reasons for the review. Sales dropped off in late 2015, and the new marketing efforts do not appear to have helped the brand recover. According to Kantar Media, AB InBev spent around $15 million promotion Lime-A-Rita last year but shelled out less than half a million in the first quarter of 2017.

It’s not clear at this time which agencies have been invited to the pitch. According to Agency Spy, FCB representatives have not responded to requests for comment.

Follow Colin Costello on Twitter @colincostello10.