Jarritos
BRIEF
Jarritos partnered with Gamma Communications to expand beyond its core Hispanic audience and drive relevance within the broader U.S. market during high-traffic cultural moments. These included the Super Bowl and major international soccer tournaments such as the FIFA Club World Cup and the CONCACAF Gold Cup.
The challenge was to increase market penetration without diluting cultural authenticity. The goal was to position Jarritos alongside mainstream beverage brands while preserving its identity and deep connection to Hispanic consumers. Gamma was tasked with building an integrated marketing campaign that could bridge audiences, drive retail conversion, and scale visibility through culturally relevant partnerships rooted in sports fandom and everyday purchase behavior.
Process
Gamma engineered a series of integrated partnerships connecting Fanatics, Jarritos, and complementary brands such as Bob Evans. The strategy unified food, beverage, and sports culture into cohesive retail and digital experiences designed to meet consumers across multiple touchpoints.
At the center of the campaign was a summer activation aligned with the Club World Cup and Gold Cup. Gamma leveraged Fanatics media assets to position Jarritos within key soccer moments, ensuring high visibility among engaged sports audiences.
To deepen cultural relevance and expand reach, Gamma secured a roster of soccer legends and current players including Freddy Adu, Giuseppe Rossi, Ramón Morales, Kristine Lilly, Matt Turner, Taylor Twellman, and Sam Meza. These athletes created social-first content that authentically connected Jarritos to global soccer culture and bicultural audiences.
Execution extended into high-impact shopper marketing across major grocery chains, utilizing in-store placements such as shelf talkers, bottle neckers, and cooler displays to capture attention at the point of purchase. A supporting digital ecosystem across social media, email marketing, and web experiences ensured continuity from awareness to conversion, reinforcing messaging across every stage of the consumer journey.
The campaign was powered by Gamma’s proprietary Receipt Rewards platform, enabling real-time purchase verification and attribution. Consumers were incentivized with a $25 Fanatics digital gift card, creating a direct link between engagement and measurable sales performance.
Outcome
The campaign successfully positioned Jarritos within a broader cultural and retail landscape, expanding awareness among new audiences while strengthening loyalty with its core Hispanic demographic.
The integration of athlete-driven content, retail media, and performance incentives generated millions of impressions and meaningful engagement across digital and social platforms. Shopper marketing placements drove in-store visibility and conversion, while the Receipt Rewards system provided clear attribution and measurable retail impact.
The $25 Fanatics gift-with-purchase incentive achieved strong redemption and directly connected brand engagement to sales, delivering a high-performing return on investment. By embedding Jarritos into culturally relevant sports moments and high-traffic retail environments, Gamma Communications delivered a scalable, performance-driven campaign that increased market penetration without sacrificing authenticity.
