Jarritos

The Brand

Jarritos is a Mexican soda brand. The brand’s sodas are naturally flavored and sweetened—flavors are the traditional favorites of Mexico (lime, mandarin orange, pineapple, guava, and Mexican cola).

Born in Mexico, loved worldwide. Jarritos has been refreshing taste buds since 1950. Join the celebration with Jarritos, the authentic taste of Mexico.

The Business Problem

Jarritos already corners the Hispanic markets with global reach. In terms of drink preference, they are the market leader in this demographic. But now Jarritos is working to expand into non-Hispanic markets and is kicking off this strategy by targeting non-Hispanic consumers in the corresponding target group to that of their current largest consumer market: 18-24 males.

Jarritos’ marketing strategy, focused on expanding its market appeal in the U.S., is mainly executed over digital channels.

Our campaign ideas will also work to target men between the ages of 18 and 24 who are not part of Jarritos’ core market (Hispanic consumers).

Truth

A lot of young American men are very passionate about America and using American products

Tension

People have a lot of deep-seated biases, especially against Mexico and their products, they think they’re cheap

“WE’RE NOT FROM HERE”

Main campaign idea

Cartoon green alien with large black eyes holding a bottle of mango-flavored Jarritos soda, with two other bottles of pineapple and lime-flavored Jarritos soda in front. The background is pink, and the text reads "Soda so alien, It might as well be f
An illustration of an alien with a humanoid body and an alien head holding a grapefruit-flavored beverage, standing in a crowd of people. A person in the foreground is pointing a device or pointing at the alien, which has text above and below that re
An animated scene showing a young boy and an alien sitting at a table, with bottles of Jarritos soda in front of them. The boy looks surprised while the alien appears to be offering a pink Jarritos bottle. The caption reads 'An Abduction of the Sense
Fantasy scene with two colorful dragons facing each other, breathing fire, surrounded by bottles of Jarritos soda. Text overlay says, "Where reality ends and flavor begins" and a button reads, "Click for a taste beyond imagination."