Jarritos
Jarritos is one of Mexico’s most iconic soda brands. Founded in 1950, it is now sold in more than 45 countries and has collaborated with global names such as Nike, Kith Treats, and Abercrombie & Fitch. Owned by Novamex and headquartered in El Paso, Texas, Jarritos isn’t just a beverage — it’s a cultural touchstone for millions of Hispanic and non-Hispanic consumers around the world.
Task
Design and Develop a Website that Engages with the Audience and Brings Back the Cultural Authenticity of the Brand
Jarritos came to us with a clear mandate: the existing website wasn’t working. It wasn’t user-friendly, wasn’t memorable, and most critically—it had lost the cultural authenticity that makes Jarritos special.
“It’s not inviting,” the team told us. “It loses the cultural aspect. We’re a Mexican brand, and the site needs to reflect that, but authentically, not as a general representation of what people think Mexico is.”
The 2025 goal was ambitious: position Jarritos as “The Official Drink of Tacos” in the US market. The website needed to support this through brand awareness, collaboration showcases, and driving consumers to find Jarritos near them.
The previous site fell into the trap of generic “Mexican” imagery. We took a different approach—celebrating the street culture, the vibrant colors, and the real moments where Jarritos shows up: tacos with friends, summer afternoons, neighborhood murals. Every image tells a story that feels true to how Jarritos actually lives in people’s lives.
Two audiences, one experience. Rather than creating separate experiences for Gen Z and millennial shoppers, we designed a site that serves both through different pathways. Collaborations and lifestyle content engage the younger audience; the store locator and product information serve the shopper ready to buy.
Jarritos has partnered with major brands—Nike, Kith, Cirque du Soleil, Wolverine. We created a collaborations archive that showcases these partnerships, as opposed of just showing them and then forgetting them, building credibility and keeping visitors engaged longer while improving SEO for brand-related searches.
What started as a single website web maintenance agreement, turned into a Web Redesign and became an ongoing partnership. Based on the success of Jarritos.com, Novamex expanded our engagement to include four additional brand properties:
Sidral Mundet – Mexico’s apple soda
Sangría Señorial – The original sangria soft drink
Sana Sana by Jarritos – Wellness-focused line extension
This pattern of expansion reflects our approach: deliver exceptional work, earn trust, and grow the relationship.
While we can’t claim sole credit for these results, Jarritos runs robust marketing campaigns across channels—the website now serves as an effective hub that supports and amplifies those efforts. The dramatic increase in store locator usage suggests we’re successfully converting brand interest into purchase intent.
We helped Texas Medical Care Plans (TMCP) migrate away from Microsoft Excel as their customer database to a robust, sophisticated, and evolving Customer Relationship Manager (CRM) that also supports their team as a knowledge database and marketing tool.
Once their operation was streamlined with the implementation of the CRM and their business continued to grow, we worked with TMCP to help them develop a new brand that embodied and shared their values with their customers and team.
With a new brand in hand, we started the journey to share it with the public, and it all started with their website and reworking their existing marketing communications to reflect the new face of the company.
With everything implemented, we set out to automate as much of their marketing and customer service operations as possible. From automated SMS and perfectly-timed email communications, we are helping TMCP continue growing.
The CRM and brand continue to evolve in response to new rules, trends, and needs. We take great pride in our partnership with Texas Medical Care Plans, contributing to their remarkable 300% growth since our collaboration began. While their success is primarily their own, we are honored to have played a role in their transformative journey.