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Acento to Launch Novamex's Jarritos Campaign
June 12, 2006
By Mariana Lemann
Los Angeles-based advertising agency Acento this week is launching a campaign for Mexican beverage brand Jarritos consisting of two television spots.
The first spot, "Jarritos Monks," promotes the soft drink which comes in 11 fruit flavors. In the spot, a Mexican tourist disrupts a congregation of monks by handing out a bottle of the beverage. After taking a sip, the monks end up chanting in Spanish. The spot has a second version to introduce Jarrito's new Lima Limon flavor.
A second spot, "Bottle," shows a Jarrito bottle together with iconic Mexican images such as a statuette of the Virgin Mary and a soccer jersey.
Jarritos is owned by Novamex, a marketer of beverages and packaged goods imported from Mexico. The Novamex account went into review earlier this year with RFPs sent to approximately 50 shops, including Acento and media incumbent Amistad Media Group of Texas. Amistad abruptly shut down operations in January after losing the U.S. Army account. By the end of the review, Acento retained creative duties and added media planning and buying for Novamex's Jarritos, Sangría Señorial, Sidral Mundret and Minerágua.
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