Drinking Jarritos sodas is a popular way to cool down on hot summer days, and Novamex, the company that imports Jarritos, is stimulating sales of Jarritos with a big new digital ad campaign that started July 22 and will run through the end of August.
The "Respect the Taco" campaign will reach approximately 67 million consumers, with each person seeing our ads an average of seven times. The primary focus will be on YouTube. Consumers will see a variety of 6-, 15-, and 30-second commercials optimized for mobile phones, tablets, desktops, and connected TVs.
The campaign will be reinforced at point of purchase with on-pack advertising on Jarritos Family Size bottles and Jarritos Fiesta Packs. In addition, the brand’s "It's Always Taco Time" promotion will encourage consumer to choose Jarritos as part of their taco occasions throughout the summer: https://tacotime.receiptrewards.com
"At Novamex, we've built our brands by consistently investing behind them,” says Eric Delamare, director of marketing for Jarritos. “We believe that strong brands create value not only for consumers, but also for our retail and restaurant partners. This campaign is part of our long-term commitment to generating demand and helping grow the categories in which we compete. By casting a wide advertising net, we aim to introduce Jarritos to new consumers while encouraging existing fans to enjoy the brand more often—whether at restaurants, taco trucks, convenience stores, or at home. When our brands grow, our partners grow with us."
The campaign targets men and women ages 18–44 across many of Jarritos' strongest markets, including the states of California, Texas, Florida, Oklahoma, Pennsylvania, Maryland, Delaware, Virginia, Washington, D.C., South Carolina, and North Carolina, as well as the metropolitan areas of New York/New Jersey, Phoenix, Las Vegas, Boise, Denver, Salt Lake City, Seattle–Tacoma, Chicago, Detroit, Cincinnati, Indianapolis, Kansas City, Atlanta, Boston, Minneapolis, St. Louis, New Orleans, Nashville, and Louisville.