Jarritos, a Mexican soft drink brand, is trying to appeal to more young, non-Hispanic men in the United States via an online marketing push that includes photos consumers post to the web, social media links and video clips—including one of a flamboyantly masked luchador wrestler saving a cat stuck in a tree by knocking down the feline with a bottle of the fruity carbonated beverage.
The campaign, which includes the Jarritos.com site, kicked off in September, says David Flynn, marketing director for Novamex, the company that owns and distributes Jarritos in the United States. Novamex is targeting men between the ages of 18 and 24 who are not part of Jarritos’ core market of Hispanic consumers.
“We think we have a very cool niche brand that has a lot of appeal to that demographic,” he says. “We wanted to approach them using tools and media that they use but that we’ve never been in before.”
Flynn says the previous Jarritos.com was a static page with little character and no interactive capabilities. Consumers cannot buy the beverage from the revised site, but they can share its content via Facebook.
Jarritos worked with its U.S. advertising agency, GSD&M, on the campaign. When designing the campaign, GSD&M turned to Rackspace Hosting Inc., which provides servers that remotely host the elements of the marketing campaign. Hosting the campaign in the cloud—the buzz term for such web-based technology—was cheaper than having GSD&M or Novamex host the campaign in-house, Flynn says, though he did not detail costs.
The remote hosting also meant that Rackspace could use experience and technology from its previous integrations with YouTube and Facebook on other digital campaigns, says Ryan Ashby, channel executive in charge of agency relationships at Rackspace. He says Rackspace has no set-up costs for cloud-based web hosting and bills only for the bandwidth used.
Jarritos and GSD&M invested the savings from the remote hosting into ads designed to draw consumers to Jarritos.com. Jarritos, for example, sponsored a channel on the Pandora Internet music service, placed ads and videos in high-profile spots on video aggregation site Devour.com, and talked up the campaign on Facebook. “We attacked it from all angles using the Internet,” Flynn says. “We used no traditional media.”
Flynn gave no details about any sales lift from the campaign, but says it is gaining traction and garnering positive feedback from consumers who comment on it and share via social media. Jarritos also is running contests and giveaways on Facebook.
Flynn says the Jarritos campaign is set to last one year. He adds that he uses the campaign in presentations with distributors, and that the marketing push is helping him to gain accounts with convenience stores and supermarket chains.