Jarritos
Creative Brief Overview
​Target Market
Adults 18-24, HHI $10,000-$20,000
Single with no children
Current college students with part time jobs
Strategy
​Jarritos is a fun and authentic Mexican soda
"If drink Jarritos, people will think I'm fun, interesting and culturally educated."
Social Media
For this campaign, my team and I thought that we needed to go beyond regular content creation in order to promote Jarritos on social media. So, we decided that, in order to encourage interaction with the brand and increase awareness, we would animate the "Like" icons on Twitter for content posted by Jarritos. When a user "likes" a post, the heart will turn into either a luchador, an orange or the iconic Jarritos jug.
Print Comps
Our main goal with these magazine ads was to highlight the fun and playful attitude of the brand. To do this, we focused on using eye-catching colors and illustrated images.
Experiential Comps
One of our main priorities with our ambient and experiential concepts was to stay true to aspects of Mexican culture since the soda is made in Mexico. Our first idea was for a six pack of Jarritos that features a loteria game on the bottom. Consumers can play using the caps from the bottles in the six pack. Another idea we had was to take a Jarritos themed street vendor cart out on to college campuses to promote the soda to our target market. Feel free to click on any of the images below for more information.
TV Comp
We wanted the TV spot to match the fun, bubbly and quirky attitude of the brand. That's why we decided to channel our inner Spanish soap opera while mixing it with funny characters, sound effects and music.
