By Jarritos, Special for USDR
Director, Diego Luna and Jarritos, the popular Mexican soft drink brand, joined forces to produce Jarritos’ most recent spot, “The Journey”. The short film showcases the struggles, and triumphs of immigrants living in the United States, while establishing Jarritos as a brand that celebrates the very diversity that makes its consumers and this country so great.
Luna proactively pushes the boundaries of a traditional spot, seeking to share the stories of the often unseen and uncelebrated story of immigrants. From casting to the music, all the elements are meant to tie back to the inspiring journey of immigrants and encompass the overall message: we are truly better together.
Luna collaborated with Jarritos, along with agency of record, WALO Inc. because of his belief in the importance of sharing the challenges, triumphs, and unity of the immigrant journey during this season when negative rhetoric seems to be running rampant. Jarritos, Luna and WALO Inc. hope this story does not just live on in a newsfeed but makes an impact on people’s hearts, while raising awareness of an important issue that has influenced our country greatly, and will continue to influence future generations to come.
“As a brand with firm roots in Mexico and completely embraced by the United States, we too are immigrants and we know the journey all too well,” said Luis Fernandez, CEO of Novamex, Jarritos Brand Owner. “Our intention was to thank our consumers and celebrate the beauty of that journey, the sacrifices of previous generations, and the inherent diversity of the United States.”
To be a part of this journey, please be sure to visit www.jarritosthejourney.com to watch and share.
More than sixty years ago, Jarritos was introduced as Mexico’s first national soft drink. Today, Jarritos is the leading brand in the US in the Mexican soft drink category and has become a Mexican cultural icon. Whether it is the distinctive glass bottle or the eleven unique and great fruit flavors, Jarritos can be found throughout the U.S. in major and independent grocery stores, Mexican restaurants, taquerias, catering trucks and convenience stores. Jarritos flavors are a reflection of Mexico in its array of traditional Mexican flavors made with real sugar and 100% natural flavors including: Tamarind, Mandarin, Fruit Punch, Jamaica, Lime, Grapefruit, Guava, Pineapple, Strawberry, Mango and MXCN Cola.
Novamex markets a variety of Mexican food and beverage brands including Jarritos; each brand being a leader in its category inMexico and widely recognized by Mexican-American consumers in the US. Through partnerships and long-term distribution contracts, Novamex has come to own several of these brands including Jarritos while holding distribution rights to the rest of their brand portfolio. The company was founded in 1987 with its founder’s vision to offer its products to families in the United States. Novamex’s success is due to a wide knowledge of its consumers’ preferences and a philosophy of investing in brands for the long-term through a fully integrated marketing strategy for its ever-evolving consumer.
ABOUT WALO CREATIVE, INC.
Founded in 2014 in the heart of Dallas, Texas WALO Creative, Inc. is an idea shop of brand storytellers and image builders dedicated to helping clients do good work in every sense of the meaning. From strategic planning and creative concepting across all media and mediums to product innovation, WALO is dedicated to ensure brands truly connect with their core audiences and have lasting impact in the communities they serve. WALO’s clients include Bonton Farms, Bonton Honey, and Jarritos among others. For more information about WALO Creative, Inc. visit www.waloinc.com.