Mexican soft drink brand Jarritos is launching a
campaign to broaden its brand appeal in the U.S.
In a 30-second ad created with agency Fortnight Collective, an animated,
anthropomorphized taco and a bottle of Mandarin Jarritos discover that they’re the perfect match for each other.
Each spot in the campaign ends with an ensemble of a dozen Jarritos
flavors singing the “Jarritos. Respect The Taco.” tagline. The campaign follows Jarritos awarding its creative account to Fortnight Collective on a project basis back in May.
In
addition to emphasizing the pairing, the campaign also highlights the brand’s heritage as Mexico’s first national soft drink brand, with a unique flavor portfolio of guava, mango,
pineapple, and tamarind.
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“By bringing a taco and a Jarritos bottle to life, we could spark a conversation that is equal parts humor and cultural pride,” said Fortnight
Collective, creative directors Edi Inderbitzin and Alf Zapata, in a release.
It’s easy to see the appeal of the strategy, given the growing popularity of tacos, already a staple of the
American diet, and the connections to Mexican cuisine and culture of the brand, which was founded in Mexico City in 1950. Last October, the brand celebrated the impact of Mexican painter Frida Kahlo as part of its
“Los Sabores de mi México” campaign.
The packaged taco market is anticipated to grow from $2.15 billion to $3.2 billion over the course of the next 10 years, with an annual
growth rate of around 4%, according to market research forecasts from Wise Guy Reports.. Meanwhile, the Mexican restaurant category has grown at a rate of around 8.3% over the past five years,
reaching an estimated market size of over $105 billion in 2025, according to data from IBIS World.
“Tacos are more than food. They’re culture, community and
tradition,” Jarritos Director of Marketing Eric Delamare said in a statement.