Mineragua Launches New Brand Identity

Mineragua unveiled its total brand refresh as it celebrates more than 20 years of business under the Jarritos brand portfolio. Mineragua is launching its new brand identity and design this fall centered around its new slogan, “Life with Sparkle.”

The new tagline captures the company’s effervescent spirit and is backed by a robust marketing campaign representative of its ever-growing audience across its US markets, said the company in a press release.

“We are thrilled to announce our Mineragua redesign and launch our new “Life with Sparkle” campaign, said Jazhen Gonzalez, Mineragua brand manager. “These modern enhancements will reinforce Mineragua’s rapid growth in the Sparkling water category and maintain the essence of our iconic brand.”

While the fizzy beverage will remain in the classic Jarritos glass bottles, the brand logo also received a refresh. Modernized and simplified, the polished font, color palette, and composition make the updated Mineragua logo and imagery catch the eyes of consumers and infuse a bit of sparkle into their day.

As part of the launch, the sparkling water will also feature a lower amount of sodium in its ingredients; the product is available in six presentations, including an individual glass bottle, 4-pack, 9-pack,12-pack, 30-pack, and a 1.5-liter PET bottle.

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“We’re committed to maintaining the history of where we come from, the humble beginnings that inspired this brand, and look forward to seeing how these updates translate across cultures in fresh, modern ways – all meant to engage our customers and new consumers,” said Gonzalez.

Created in 1997 by Novamex, Mineragua is effervescent sparkling water bottled in Mexico. Novamex was founded in 1987 with its founder’s vision to offer its products to families in the United States.

The company markets a variety of Mexican food and beverage brands, including Jarritos, Sidral Mundet, and Sangria Señorial, and owns most brands and distribution rights to the remaining brands in the U.S. through partnerships and long-term distribution contracts.

Novamex’s success is due to a vast knowledge of its consumers’ preferences and a philosophy of investing in brands for the long-term through a fully integrated marketing strategy for its ever-evolving consumer, stated the company.