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Ad Age: Hispanic Beverage Brand Jarritos Turns Focus to U.S. General Market With GSD&M Assignment

Novamex Awards Omnicom Shop Creative and Media Duties as It Looks to Expand Reach of Drink Line

By: Rupal Parekh

Published: April 18, 2011

A leading Hispanic brand is now turning its sights to the U.S. general market.

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After a swift review, Novamex, a maker of Mexican soft drinks, has awarded Omnicom Group’s GSD&M national creative and media duties for its Jarritos brand of beverages. David Flynn, marketing director at El Paso, Texas-based Novamex, told Ad Age: “Prior to this, all of our efforts were focused on the U.S. Hispanic market, which we’ve been marketing to since the 1980s. But as part of the evolution of the brand — as all brands are looking to grow — we want to sell product in the general market.”

Read more here.

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