The Task
Getting people ages 18 to 24, who are regular consumers of the soft drinks market, to try Jarritos.
This brand has been expanding into the American soft drinks market but it is less convenient than its competitors since it comes in with a non-twist bottle cap. Consumers who don’t have a bottle opener with them, can’t drink Jarritos.
BRAND PROBLEM
Jarritos is an inconvenient soft drink.
Our consumer is tired of the popular soft drinks but doesn't think the inconvenience of Jarritos is worth the purchase.
HUMAN PROBLEM
This audience chooses soft drinks that are familiar because they are easily accessible, even though this consumer is open to -and interested in- trying new things.
Gen Z is digitally native. Our audience is always looking for entertainment and ways to be challenged. At the same time, they are more likely to try new products if they see others trying them online. Brands can reach this audience where it is at by becoming part of trends.
OPPORTUNITY
People look for fun ways to interact with brands.
INSIGHT
Jarritos has delicious flavors that are unique to the brand.
The Mexican brand stands out from the competition thanks to its unique flavors that are not seen in any other soft drink brand in the market.
The Strategy
Frame Jarritos as
A Tasty Reward That is Worth the Challenge
The Idea
Don’t Let a Bottle Cap Stop You
Creative work will generate the need to try Jarritos by challenging consumers to open the bottles in the most innovative ways -without a bottle opener-. Starting with a TikTok challenge using #damnnobottleopener to TV spots showing the many fun ways Jarritos bottles can be opened without an opener. To showcase the unique flavors of Jarritos, each tasty flavor will be matched with a ‘unique way to open the bottle’ which will be found in the packaging strap of each bottle. QR codes will also be added to the packaging, taking the consumer to the website where they can learn more about the challenge.