Jarritos “We’re Not From Here”

In Spring 2011, Jarritos Mexican Soda had the goal of increasing its U.S. revenue by 79 percent over five years. Despite being sold in the U.S. for over 25 years, the brand was relatively unknown among the majority of non-Hispanic consumers. After we identified the target audience of 18-24 year olds, we set off to get a better understanding of them by conducting ethnographies. During this research, we uncovered two major insights: (1) this audience despised advertising (2) they get joy and fulfillment out of making discoveries. With those insights in mind, the brand positioning was born — be the catalyst for small discoveries and allow the consumers to feel like they discovered Jarritos for themselves.