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."

Full Story:
Internet Retailer

Related Summaries