Novamex en’Chants’ Hispanic consumers.

Novamex introduced its new Hispanic advertising with a strong focus on strategy and sales for its four brands: Jarritos, Sangria Señorial, Sidral Mundet, and Mineragua. Long-time agency of record Los Angeles-based integrated marketing communication agency Acento managed the creative component and handled media duties for the new campaign.

Acento developed and produced TV spots driving home the message that Jarritos is the authentic Mexican flavor that can be enjoyed anywhere. In “Jarritos Monks” a Mexican tourist ends up disrupting a congregation of monks by handing out Jarritos. The Mexican flavor leads the monks to do a chant in Spanish. A second version of the commercial was developed to introduce Jarritos’ new Lima Limon flavor.

In “Bottle,” Acento plays up on the Mexican flavor connection by showcasing a Jarritos bottle in a mechanic shop and pairing it with Mexican iconic images like a statuette of the Virgin Mary and a soccer jersey.

“We wanted to re-energize the brand with a fresh approach to our creative, and Acento achieved it with this pool of commercials,” stated Sanford “Sandy” Gross, Executive Vice President for Novamex.

Earlier this year, Acento was awarded the media planning and buying duties for Novamex. After re-examining the client’s former media strategy, Acento developed an innovative mix with a strong focus on sales.

“The creative is backed by an innovative and strategic media mix that maximizes the reach and frequency of the campaign, delivering results for the client,” explained Benito Martinez-Creel, Acento’s president and CEO. “This campaign will help Novamex continue to grow as the leading marketer of products imported from Mexico targeting Mexican-Americans.”
Novamex’s new Jarritos media campaign will air through mid September 2006. The brands are active in key Mexican-American markets.