Jarritos
México
TITLE: STRATEGY DIRECTOR
COMPANY: KAMIKAZE LAB
OVERVIEW
The origin of this project dates back to when Pancho Hill approached our agency back in 2011 with a request to establish Jarritos on social media platforms like Facebook and Twitter. Apparently, one of his granddaughters believed that the brand needed a social media presence to remain relevant.
Although it may seem implausible, this conversation initiated a distinctive relationship spanning almost a decade. During this period, Jarritos sought to do something exceptional in the Mexican market by acknowledging its traditional status and promoting the creativity of young individuals who shared a passion for the brand. This initiative aimed to encourage these budding talents to share their unique stories, steeped in tradition and originality.
THE CHALLENGE
Jarritos is a well-known and beloved brand in Mexico, although it is not the top choice for everyone. Its traditional and cultural heritage has often been associated with an older demographic. While it may not be commonly found in supermarkets, it can always be found at taco stands and street food vendors, adding to its unique charm.
To better understand how to appeal to younger generations, we conducted a thorough brand assessment, which included focus groups, interviews with company leaders, and surveys.
Surprisingly, younger generations expressed a fondness for the brand but were uncertain about where to find it or how it related to them. Armed with this information, we developed a new positioning strategy, centered around the concept of "Mezclando Tradiciones" (Mixing Traditions).
This sparked the beginning of something truly magical.
Mezclando Tradiciones Initiative
Website
Traditions videos
We successfully launched a new website for Jarritos and implemented a range of digital strategic initiatives. We took great pride in sponsoring a Photography competition for young Mexican talent, which was the first of its kind to be sponsored by a brand in the country. Collaborating with experts on traditions, we produced a series of videos for the brand's newly established YouTube channel. These videos have been widely viewed and have touched the hearts of both new and old generations, positioning the brand as a symbol of connection between the past and the future.
Manifesto video
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Conducted competitive research, analyzed the brand's digital presence and obstacles, conducted stakeholder interviews and focus groups
Created a proposal outlining communication pillars and determined the best way to distribute topics and efforts across various social media channels. I led this effort for 5 years.
Established user personas to better understand the client's needs and how to effectively reach their target audience
Developed a creative concept for the campaign based on strategic review findings and core values
Led the creation of all social media and audiovisual campaign assets, defining creative concepts and executions
Acted as Director of the production of all film content
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Digital strategy
Competitive research and benchmark
User personas
Brand Values
Creative concept
Campaign planning and channel strategy
Photography
Post-Production of film content
