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.
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.
All initiatives of the campaign — which is by GSD&M, an agency based in Austin, Tex., that has previously done work for Coca-Cola and RC Cola and is part of the Omnicom Group — are aimed at 18- to 24-year-old, non-Hispanic, trend-setting males.
Jarritos is made with granulated natural sugar — not high-fructose corn syrup as are many mass-market soft drinks — and is sold in glass bottles at grocery and convenience stores, as well as some Super Target and Wal-Mart stores, in the United States. It comes in 11 flavors, including guava, tamarind and mango.
According to Beverage Marketing, a consulting company that specializes in the beverage industry, Jarritos is sold in almost half of United States grocery stores that have annual sales of over $2 million. Beverage Marketing also estimates Jarritos’s retail sales in the United States were from $150 million to $200 million last year, making it a leading niche soft drink.
Those sales are minuscule, however, compared with 2010 retail sales of $14.4 billion for Coca-Cola, $7.1 billion for Pepsi, and $5.2 billion for Dr. Pepper, as estimated by Beverage Marketing.
Read the rest via Jarritos, the Mexican Soda, Tries to Move Beyond Its Base – NYTimes.com.