Jarritos fruit-flavored Mexican soft drink took another bold step into the American pop culture landscape this weekend with an appearance at the annual Austin City Limits (ACL) music festival in Austin, Texas that saw 75,000 attendees this year. Part of an effort launched last fall by Jarritos agency GSD&M to attract non-Hispanic young men ages 18-24, the ACL brand activation, called the Jarritos Flavor Festival, featured masked luchadores, or Mexican wrestlers, a live art creation by Austin street artist Federico Archuleta who previously painted murals all over Los Angeles for the brand, and a custom sampling van with plenty of ice cold bottles of soda.
David Flynn, marketing director at Novamex, a private company in El Paso, Texas that has sold Jarritos outside of Mexico for the past 25 years, says the company decided to broaden their reach to consumers outside the U.S. Hispanic market four years ago.
After spending the past year painting hip spots in Los Angeles with funky murals featuring their new tagline, “We’re not from here,” the agency followed through on its plans to expand into another market choosing Austin over Chicago and New York. Specifically, Flynn said, the new campaign would be aimed at trend-setting young men because they were “independent thinkers, with a more bohemian lifestyle. We want to focus on one single group that will influence all around them, including women.”
The move follows in the footsteps of fellow hip, Latin beverage brand Café Bustelo that began heavily promoting their coffee drinks at indie rock events in the last half decade.
Café Bustelo has been spotted at such trendsetting events as the Winter Music Conference in Miami, Coachella Valley Music and Arts Festival, SXSW music festival in Austin, the MTV Video Music Awards and LA Fashion Week. The iconic yellow and red can also hosted the Café Bustelo Filling Station at the Marfa Film Festival where it became the heart of the event with bands, guest DJs, filmmakers, celebrities and artists appearing to dance the night away fueled by the Cuban elixir.
It is not surprising that this wave of cultural momentum is being fueled by millennials. According to the Pew Research Center, Millennials are more ethnically diverse, more self-expressive, more liberal and more open to change. They maintain respect for their elders and a respect for their heritage. And Millennials claimed “music/pop culture” as the second highest ranking characteristic which defines their generation’s uniqueness.