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New York Times: A Mexican Soft Drink Tries to Step Outside Its Niche

By JANE L. LEVERE

Published: September 19, 2011

JARRITOS, a Mexican soft drink popular among Hispanics in the United States, is introducing new advertising to win over non-Hispanic young men in the hope that they will spread the brand’s message even farther.

A new campaign for Jarritos, aimed at non-Hispanic young men, primarily in Los Angeles, includes a new Web site and outdoor murals.

The campaign, which began rolling out in stages on Sept. 6, focuses primarily on the Los Angeles market, where Jarritos has commissioned three murals and is doing consumer sampling. The brand also has a new Web site, Jarritos.com, and is advertising on Pandora, the Internet radio service, and elsewhere online. Read more here.

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