Jarritos, the Mexican soda brand, is going digital in a bid to win over young, non-Hispanic men in the U.S. The company is launching a viral campaign that combines user-submitted photos with videos such as a clip of a masked luchador, or wrestler, rescuing a cat from a tree. "We think we have a very cool niche brand that has a lot of appeal to that demographic," said marketer David Flynn. "We wanted to approach them using tools and media that they use but that we've never been in before."
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