Cannes Lions

MEXICAN SODA

GSD&M , Austin / JARRITOS / 2012

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Overview

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Credits

Overview

Description

Our budget for the campaign was limited, and our target group of 18 to 24 year old men in the US spend a great deal of time online. Therefore, it made strategic sense to focus our efforts on creating branded content for the online space. Additionally, usage rights in the US are considerably more lenient for online content versus televisions spots.

Execution

Food truck culture is booming in the United States, and Jarritos is becoming the go-to-beverage. While their refreshing fruit flavors go great with many food truck cuisines, you need a bottle opener to actually enjoy one. We gave away Jarritos-themed posters with built-in bottle openers to food trucks in Los Angeles, California, and Austin, Texas that serve Jarritos.

Outcome

We transformed a low budget into a deep reservoir of entertaining content, and dramatically increased awareness of the brand in the US among 18 to 24 year old men.Jarritos.com has proven to be engaging with a low 3.87% bounce rate and a high average time on site of 1:37. Over 262,000 people visited the site in the first 6 months. The videos have been viewed 775,000 times on site and through media units.The creative work resonates with the audience. The click-through rate for display ads is 0.2%, compared to industry standard of 0.08%. Click-through for pre-roll ads is 1.53%, versus a standard 1.05%. Video completion is 83%, compared to industry benchmark of 69%. The download rate for our custom Pandora station is 0.88%, compared to the site reported average of 0.61%.Media has taken notice. The Jarritos campaign has been mentioned in the New York Times, AdPulp, BevNet, Boing Boing, and Runner’s World. (They liked the Marathon video.)Jarritos’ popularity in the social media space is booming, with a 13% increase in the number of likes on Facebook, a 465% increase in YouTube channel views, and a 31% uptick in mentions on blogs, groups, and news sites.

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