Jarritos Begins $3 Million Ad Spend

Mexican soda Jarritos is attempting to capitalize on its natural sugar formulation and outsider status to grow its share among trend 20-something men, according to a report in today’s New York Times.

According to the story, Jarritos, which had sales of between $150 and $200 million — is attempting to ignite interest in the Los Angeles area through public art and field marketing-based tasting campaigns, as well as a new Web site and advertising.

Note the Twitter hashtag on the Jarritos mural.

Jarritos parent company Novamex has hired Austin-based agency GSD&M for the $3 to $5 million campaign, which will go under the tag “We’re not from here.” It will also involve handing out samples from tricycles driven by luchadores — masked Mexican wrestlers, the Times reported.