Jarritos Brand ties in with Fox Searchlight Pictures and The Weinstein Company.

Under the Same Moon (La Misma Luna), starring Kate Del Castillo and Eugenio Derbez, tells the emotionally rich tale of a mother and son living on opposite sides of the U.S.-Mexico border connected by an enduring love. In her feature film debut, director Patricia Riggen weaves their parallel stories into a vividly textured tapestry of yearning and devotion that portrays a child’s courage and tenacity and a mother’s sacrifice. Under the Same Moon (La Misma Luna), presented by Fox Searchlight Pictures and The Weinstein Company, will be launching March 19 in more than 200 theaters throughout the USA. A first time partnership between Fox Searchlight Pictures and Jarritos will be promoting the Spanish-language film to millions of consumers through the promotion of the movie at retailers throughout the US.

The promotion is in 11 major Hispanic markets where retailers will award consumers with custom-designed t-shirts and passes to screenings of the movie in advance of the general release on March 19th. More than 2,800 Jarritos consumers will be able to enjoy the film before the general public gets to see it, generating word of mouth for Under the Same Moon (La Misma Luna). This word of mouth screening program was also used to get such well known and successful films as Juno, Little Miss Sunshine, and Napoleon Dynamite off the ground.

Timed to the release of the film, point of sale in more than 2,500 retailers will feature ‘Jarritos Recomienda’ posters, neck hangers, and shelf talkers.

Jarritos is an iconic brand of 12 Mexican fruit-flavored soft drinks marketed by Grupo Novamex and found on grocery shelves in any market with a Mexican community big or small. “More than 70 million consumer impressions will be generated by this promotion through the efforts of our sales force including the promotion and all our POS,” Novamex Group Brand Manager David Flynn, said. “This extremely relevant film gave us the opportunity to talk to our consumers in a different way at a time when we needed to get some floor space.”

For the promotion, Novamex is sending sampling teams to provide a presence at the advance screenings giving consumers, Hispanic and non-Hispanic alike, the opportunity to try Jarritos products. An estimated 20,000 samples will be given out at more than 250 screenings in markets like Los Angeles, Chicago, Dallas, Houston, Atlanta, Las Vegas, and San Francisco. The sampling teams will not only be serving ice cold Jarritos in the theaters, but they will also wear the customized ‘Under the Same Moon’ shirts, further enhancing the tie-in between the Jarritos brand and the movie.

“We are very excited about this new partnership. We feel that we bring real value to companies like Fox Searchlight Pictures with our retail network, our customer base, and our knowledge of the market. Only Novamex could make this type of impact in the marketplace for this film,” said Sanford “Sandy” Gross, Executive Vice President of Novamex. He added that Under the Same Moon (La Misma Luna) was a big hit at the Sundance Film Festival in 2007 and scored extremely well with Hispanic consumers in test marketing; both big factors in the decision to partner with Fox Searchlight Pictures and The Weinstein Company.

The cast of the film also includes names that will excite our consumers such as Adrian Alonso from the Legend of Zorro, America Ferrera of Ugly Betty, Los Tigres del Norte, and comedienne Carmen Salinas.

Additionally, as part of a Jarritos teen initiative, Power 106, the number one hip hop station in LA, will feature the film as part of a promotion to bring 250 listeners to an exclusive screening. The Power 106 effort will use their high profile DJs such as ‘Tattoo’ and ’Big Boy’ to offer reviews, highlights, and talk about the film to listeners. Stars of the film will be heard on Jarritos-sponsored interviews by Power DJs. The promotion utilizes SMS text messaging to ‘push’ Jarritos and Under the Same Moon (La Misma Luna) content to a key movie-going demographic.