Jarritos launched one of its largest digital advertising initiatives of the year to capitalize on peak summer beverage sales. Running through August 31, the brand’s high-impact “Respect the Taco” campaign elevates consumer awareness, bolsters brand engagement, and drives immediate store traffic for retail partners.
Jarritos powers this nationwide digital blitz primarily through Google and YouTube to reach approximately 67 million consumers. Through a high-frequency approach, target audiences view the campaign’s ad content an average of seven times throughout the summer season.
‘Respect the Taco’ Campaign
The strategic push focuses on core demographics—men and women aged 18–44—across Jarritos’ highest-performing markets. The campaign covers major retail territories including California, Texas, Florida, Oklahoma, Pennsylvania, Maryland, Delaware, Virginia, Washington, D.C., South Carolina, and North Carolina. Additionally, focused regional efforts will target the key metropolitan areas of New York/New Jersey, Phoenix, Las Vegas, Boise, Denver, Salt Lake City, Seattle–Tacoma, Chicago, Detroit, Cincinnati, Indianapolis, Kansas City, Atlanta, Boston, Minneapolis, St. Louis, New Orleans, Nashville, and Louisville.
By leveraging heavy digital touchpoints during the hottest months of the year, Jarritos aims to keep its iconic product lineup top-of-mind for shoppers—offering grocers and independent retailers a powerful boost in sales momentum and shelf turnover.
Consumers will see a variety of 6-, 15-, and 30-second commercials optimized for mobile phones, tablets, desktops, and connected TVs, ensuring broad visibility wherever they watch content.
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Summer is the perfect time to enjoy an ice-cold Jarritos, and the campaign celebrates one of the brand’s most authentic occasions: sharing tacos with family and friends. Whether at home, in a restaurant, at a taco truck, or a neighborhood taquería, Jarritos is the perfect companion to great food, delivering refreshment, flavor, and a sense of belonging.
This campaign will be reinforced well beyond digital media. On-pack advertising featured on Jarritos Family Size bottles and Jarritos Fiesta Packs will help strengthen advertising recall at the point of purchase. In addition, the “It’s Always Taco Time” promotion will further engage consumers and encourage them to choose Jarritos for their taco occasions throughout the summer.