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Digital Opps: Mexican soda brand Jarritos launches new ad to promote U.S. diversity

Subject: Digital, video, social media, online

Brand: Novamex. 

Opportunity: The leader in the Mexican soft drink category has teamed up with actor-director Diego Luna to debut its newest ad, a short film titled "The Journey." The new spot uses real stories, real people and real moments to showcase the journey of immigrants in the US and establishes Jarritos as a brand that celebrates the diversity of its consumers and the country. 

In an effort to encompass the overall message "we are truly better together," the ad works to create feelings of authenticity, warmth and hope, to associate with the brand, as well raising awareness of the important issue of immigration. Also, working on the campaign is AOR here). Keep in mind that while the brand is using its new creative as a platform for honoring immigrants, it is also looking to connect consumers with the brand and engage new audiences. In other words, although Jarritos has not had a huge ad presence in the past, moving forward, expect marketing efforts to be on the rise across multiple platforms. 

In fact, Pathmatics reports that the brand's digital display presence, while still low, has increased significantly over the past year. Desktop spend has risen from $4,700 in 2015 to $14,400 in 2016. Also, video now takes up the largest portion of digital spend, after no video ran last year. 

With that said, digital sellers should reach out now to pick up new campaign dollars, as spending should continue through next year. Those with high engagement rates among Mexican-Americans should have an advantage, but keep in mind that Jarritos wants to expand with new demos, as well.

Additional Insight

Digital Breakdown: Since January, per Pathmatics, Jarritos has spent $31,600 on video ads, 25% of which were placed site-direct, with the remainder placed through Google AdX + AdSense. Top ad destinations include youtube.com, dolldivine.com, livestream.com, kizi.com and therichest.com. 

Mobile ads make up the smallest portion of the digital budget this year, with $2,500 being spent on impressions that were mostly bought through Google AdX + AdSense. Still, this an increase from the same period last year, when mobile only made up $600 of the digital budget, and all of the ads were placed site direct. 

Jarritos
​500 West Overland Ave.
Suite 300
El Paso, TX 79901
(915) 594-1618

Eric Delamare
​Director, Marketing
Direct: (949) 388-4181
eric.delamare@novamex.com

Jorge Gamboa
Brand Manager
(915) 594-1618
jorge.gamboa@novamex.com