Mexican soft drink brand Jarritos is celebrating Hispanic Heritage Month by offering a glimpse into the world of Frida Kahlo.
The Novamax-owned brand has launched the second edition of its “ Los Sabores de mi México” campaign, centered around a cultural experience celebrating the flavors and cultural heritage of the country (“sabores” means “flavors.”)
For this year’s effort, Jarritos focused on the widely celebrated Mexican painter associated with surrealism and magical realism, offering a look at a lesser-known aspect of Kahlo’s life: her culinary traditions.
The brand is hosting a “Los Sabores de mi México” cultural experience event at the Ovation Hollywood shopping center and entertainment complex which kicked off yesterday and runs through Oct. 6. Jarritos has shared images and videos on its social channels, including Facebook and Instagram, to promote the event.
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There’s also a promotional sweepstakes, offering audiences the chance to win prizes including Jarritos beverages, a “Pinta Tu Frida” personalization kit, and limited-edition sweatshirt.
The activation acts as a celebration of food and art and features a replica of the Kahlo family home and kitchen, as well as a presentation introducing an exclusive book of Kahlo family recipes, curated by Chef Mónica Patiño, who has previously been featured in Jarritos marketing.
The book “brings [Kahlo’s] handwritten recipes to life, reflecting her deep connection with traditional Mexican cuisine,” adds Patiño.
Jarritos’ exhibition also included previously unseen photographs documenting intimate Kahlo family moments, offering a closer look into the personal life of the artist. There’s also a series of ten sculptures of Kahlo created by contemporary Mexican artists as a tribute to her impact on artistic and culinary culture. There will also be an interactive, all-ages "Pinta tu Frida" creative and education workshop for families and children, guiding them through painting miniature replicas of Kahlo sculptures on display in the exhibit.
The event will culminate with a live unveiling of a sculpture by a local Mexican artist at a press conference hosted by the Consulate General of Mexico in Los Angeles.