For Largest-Ever Promo, Jarritos Launches Loyalty Program

Fans of the Mexican beverage Jarritos can now exchange their bottle caps for prizes including music downloads, CDs, gift cards, money transfers via MoneyGram, movie tickets, T-shirts, soccer balls, jewelry, MP3 players and HDTVs through Club Jarritos, a points-under-the-caps promotion for the Jarritos, Mineragua and Jarritos Kids brands. Anyone over 13 can participate.

The promotion is supported by Spanish-language radio, newspaper, magazines and the Internet, as well as through alternative media such as eBlasts and text messaging, with full details available on the Club Jarritos bilingual Web site ( and at in-store Club Jarritos displays.

"This is the largest promotion we have ever done,” noted David Flynn, marketing director of Novamex, an El Paso, Texas-based marketer of authentic Mexican beverages and foods in the United States “Consumers are looking for value, for something extra in this economy, and Jarritos delivers. We have designed the program that lets our consumers redeem caps for many prizes with very little investment on their part. This promotion will reward our loyal consumers of Jarritos, Mineragua, and Jarritos Kids in a tough economy, when everybody needs a little extra help."

Novamex worked with loyalty marketing firm Tic Toc and media planning agency Camelot to roll out the national promotion. According to Julia Shifflett, performance marketing president for Dallas-based Tic Toc: "Everything about Club Jarritos was designed and created with that unique customer in mind. The award collection is very relevant -- each award was carefully chosen to address both ‘wants’ and ‘needs.’ Most importantly, Club Jarritos is fun. It's a dynamic program that will grow and change throughout the year. Customers will always have something new to look forward to! We have brought together some of the best talent in both the U.S. and Mexico to offer an exciting web site, meaningful awards and ongoing member benefits."

"Jarritos has always been a leader in Hispanic marketing," said Jim Lucero, managing director for Camelot Communications in Mamaroneck, N.Y. "[W]e are, for the first time, engaging consumers with a heavy dose of online and mobile marketing. And with the high incidence of Hispanic usage in these areas, we believe we'll net very favorable results."

Jarritos, the premier beverage brand from Mexico, and the one most preferred in its category in the United States, comes in 13 flavors: Mandarina, Tamarindo, Jamaica, Pina, Tutifruti, Limon, Lima-Limon, Toronja, Guayaba, Mango, Sandia, Fresa and Ponche Navideno. Mineragua is Jarritos' mineral water brand and the most preferred Mexican mineral water in the United States, and Jarritos Kids is a non-carbonated fruit-flavored beverage.
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