Jarritos® Gets Back to its Roots for New Campaign

~ Marketing campaign honors the brand’s Mexican heritage while discovering a new audience ~

AUSTIN, TX – September 20, 2011 – Jarritos®, the leading brand in the U.S. in the Mexican soft drink category, is honoring its Mexican roots and loyal fans with the launch of its new campaign, “We’re Not From Here” in September. With creative done by Jarritos’ advertising partner, GSD&M, the new campaign will use nontraditional methods like original wall mural art, and a branded food truck and bicycles providing sampling opportunities. The campaign will also support a new web site with videos and user-generated content, in-store signage and media sponsorships with Federated Media, Pandora, Revision3, among others.

Jarritos Mural

With the introduction of Jarritos to the U.S. market a little over 20 years ago, Novamex®, parent company of the brand, sought to keep the authenticity of the brand while increasing awareness in the general U.S. market.

“Jarritos is a unique and different soft drink brand and so, for this launch, we liked the idea of doing things differently to set ourselves apart from other soda brands,” said David Flynn, marketing director of Novamex. “With the help of GSD&M, we’ve put together a multi-platform marketing campaign that allows us to keep to our Mexican roots but also allow people to discover the brand in unexpected ways.”

The experiential efforts will begin in the L.A. area, consisting of murals painted by Austin-based Mexican American street artist Federico Archuleta in Hollywood, Silver Lake, and Venice Beach. Sampling and discovery opportunities of ice-cold Jarritos, branded T-shirts, posters, and bottle openers will also take place via the food trucks and large tricycles piloted by masked Luchadores. Murals and samplings events are planned to roll out through 2012 in other top markets like New York and Austin.

Strong online components will complement the out-of-home efforts and carry the “We’re Not From Here” theme. Efforts include a new website with 15 branded content videos – all shot by Fueld Films and music by Austin-based Mother Falcon – plus a plan to encourage uploading of user-generated content. Branded social media efforts will be handled by RocketXL and rolled out as part of the “We’re Not From Here” campaign to Jarritos’ more than one million fans and followers.


The campaign’s media buy will focus on sponsorships with partners who also promote brand discovery. These include a Jarritos custom radio station on Pandora, video presence on Federated Media’s network of sites, including sponsored blog posts, and partnership with Revision3, a leading independent free online video service, for unique in-show integrations with Diggnation (hosted by Kevin Rose, founder of and Tekzilla.

“Jarritos is a very nostalgic and energetic brand and because of this, we chose to explore unexpected marketing efforts to create a more engaging experience,” said Duff Stewart, president and CEO of GSD&M. “

All media is expected to run through March of 2012.

About Jarritos
Jarritos is the leading brand in the US in the Mexican soft drink category and has become a Mexican cultural icon. Jarritos can be found throughout the US in major and independent grocery stores, Mexican restaurants, taquerias, catering trucks and convenience stores. Jarritos flavors are a reflection of Mexico in its array of traditional Mexican flavors made with 100% natural sugar including Tamarind, Toronja (grapefruit), Mango and Mandarin. For more information, visit

About Novamex
Novamex markets a variety of Mexican food and beverage brands. Each brand is a leader in its category in Mexico, and is recognized by Mexican-American consumers in the US. The company was founded in 1987 with the vision of its founders of “being at the right place and at the right time” in order to offer its products to Hispanic families, who represent the highest population growth rate in the United States. This success is due to a wide knowledge of its Mexican-American consumers, a sound financial base, and a philosophy of investing in brands for the long-term through a fully integrated marketing strategy.

About GSD&M
GSD&M is an advertising agency celebrating its 40th year of helping some of the world’s most iconic brands win by articulating and activating their core purpose – the difference a brand strives to make in its customers’ lives. GSD&M is part of Omnicom Group, Inc. (NYSE: OMC). For more information, visit

# # #

Posted In
Share This Story
Back to News
  • Employee Photo for ckwak
  • Employee Photo for mmasso
  • Employee Photo for vlopez