• The New York Times, Tuesday, September 20, 2011 9:30 AM

You may have seen people washing down pico de gallo with Jarritos at a burrito place, but the Mexican soft drink is hoping to go beyond its core demographic to get non-Hispanics check out its array of flavors.

The campaign, via Austin, Tex. GSD&M began on Sept. 6 in the Los Angeles market, where Jarritos has commissioned three murals and is doing consumer sampling. The brand also has a new website, Jarritos.com, and is advertising on Pandora, the Internet radio service, and elsewhere online.

Jarritos is made with granulated natural sugar, is sold in glass bottles at grocery and convenience stores and comes in 11 fruity flavors.

Read the whole story at The New York Times »