Guava, strawberry, pineapple, tamarindo – these are just four of 11 drink flavors offered by a Mexican-based company making a global splash via a smart social media strategy.
Jarritos has always been popular among Hispanics in Latin America. Now the company is targeting young, non-Hispanic followers well beyond its borders. How? By creating an online community and engaging millennials using social media, Jarritos has expanded nationwide and globally. They are definitely playing the social media game correctly: They have more than a million Facebook “likes” and almost 4,000 Twitter followers.
The company introduced its brand to the world using Facebook, Twitter and other sites. Wisely, they have empowered millennials to share the brand with peers, encouraging fans to upload photos of themselves with the product and conducting an art contest that featured Jarritos’ vibrant bottles. Via their Facebook page, fans also can participate in a Jarritos scavenger hunt, join a club and send friends a virtual Jarritos.
Their contests, prizes and interactive pages create excitement and loyalty among followers. Taking advantage of a place with no closing hours or time zones, the company continually engages with the Jarritos community by being active online and available 24/7. As important, the company stays true to their brand and target audience, using fun, eye-popping and consistent images online. Their website, Jarritos.com, is colorful both in art and content.
It’s clear: Jarritos knows what it needs to do to target the audience the company wants and grow the brand. They have made an impact in social media, and people are talking about it.
While it can be hard for a foreign company to do a crossover in the United States, social media is changing that. At least, in the case of Jarritos, consumers who may have never known about the company, its products and brand now do. That’s a big step in the land of social media – and an example for others to emulate.
Image credit: Jarritos Facebook Page.