Flynn said previous advertising, created in Mexico, was primarily on American Hispanic radio stations. According to Kantar Media, Jarritos spent $550,000 on advertising last year and $64,000 in the first half of this year, compared with $341,000 in the same period last year. GSD&M said the campaign’s budget is $3 million to $5 million, through March 2012, a significant increase over Jarritos’s recent advertising expenditures. We want to focus on one single group that will influence all around them, including women.” Flynn said the new campaign was aimed specifically at trend-setting young men because they were “independent thinkers, with a more bohemian lifestyle. It only makes sense that we talk to a wider audience particularly in a market like Los Angeles, where people know the brand.” We had pretty good awareness in non-Hispanic Los Angeles, the market is very integrated. “Three years ago, we decided to broaden our reach,” said David Flynn, marketing director for Novamex. Novamex, a private company in El Paso, Tex., owns the Jarritos brand and the rights to market it outside of Mexico it has been selling Jarritos in the United States for 25 years. Pepper, as estimated by Beverage Marketing. 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. 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. It comes in 11 flavors, including guava, tamarind and mango.Īccording 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. 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. The brand also has a new Web site,, and is advertising on Pandora, the Internet radio service, and elsewhere online.Īll 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. 6, focuses primarily on the Los Angeles market, where Jarritos has commissioned three murals and is doing consumer sampling. The campaign, which began rolling out in stages on Sept. Club Soda vs.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.
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Interestingly, most people narrow down their preferences to one or two flavors and stick with them. Jarritos has an interesting and exciting range of fruit-flavored sodas with something for everyone. However, if you prefer to play it safe, we do not recommend tamarind Jarritos. If you are adventurous when it comes to food, you will enjoy this drink. So, try it definitely, but don’t be surprised if you find it weird initially. Nonetheless, the taste of Jarritos is light, refreshing, and exciting.
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It has a unique and almost unexpected flavor profile. This drink offers a distinct mix of salty bitterness and subtle sweetness, and there is no other ingredient that delivers a similar taste. This also produces a murky brown color that is lighter than tea or cola. Jarritos uses the real pulp of the tamarind fruit in this drink. Jarritos tamarind replicates these unique features of the fruit. If you have tasted raw tamarind, you will know that it is sticky, bitter, and thick. Although tamarind is a staple ingredient in tropical cuisines, you will rarely find a soda or drink based on it.