Challenge
Jarritos was founded in 1950 by chemist Don Francisco “El Güero” Hill, and was originally flavored as coffee. However, since people normally liked their coffee hot and not carbonated, the brand decided to shift to fruitier flavors. Their first flavor was Mandarin, which was soon followed by Tamarind, Lime, and Fruit Punch shortly after. By 1960, the soda was being sold in 80% of Mexican states. The soda began making its way to the United States in 1988.
However, it’s presence in the United States has been minimal as consumers are not fully aware of the brand in the American marketplace. The name “Jarritos” means “little jugs” in Spanish and the traditional aguas frescas were served in clay jugs, like the ones in the logo, to keep them cooler longer. Also, the colors in the logo and the actual clay jugs are the same colors as their most popular flavors which are lime and mandarin.
Most recently they aligned themselves with the more liberal market by choosing to post a video in which they shared their support for immigrants in the United States.
Idea
For our campaign strategy, we want to inform this target market that Jarritos is the perfect, authentic Mexican soda for people who want to stand out from a crowd. We have determined that this target market enjoys being spontaneous and trying new things which is why we have chosen the “Lifestyle” strategy, thus raising awareness of the brand.
We will use this strategy to persuade the target market that if they’re tired of drinking the same old American soft drinks, Jarritos is the answer to their problem. We will do this by describing the unique heritage and showing the numerous flavors that make Jarritos different from other soda brands. To young millennials, Jarritos Soda is the modern day agua fresca that refreshes your tastebuds with the most authentic, natural flavors sourced directly from Mexico.
Paletero Carts
These carts would be designed with the Jarritos logo and graphics like seen to the left and right.
Strategictally placing vendors with these carts in high traffic areas like downtown and college campuses would increase the awareness of the brand.
After purchasing a Jarritos soda, customers can use the hashtag on the side of the cart to post about their experience and be featured on the Jarritos website.
Customize your pack.
Choose up to six flavors and collect your limited edition caps to play the Jarritos edition of Loteria!
