Jarritos Names WALO Creative as Creative and Media Agency of Record

mandarin-bottleEl PASO, TEXAS – June 18, 2015 – Novamex distributors announced the hire of new creative shop, WALO Creative, Inc. WALO will lead creative and assist with strategic planning for the Mexican beverage brands, Jarritos, Sangría Señorial and Mineragua effective immediately.

“Novamex is excited to partner with the team at WALO Creative,” said Eric Delamare,Marketing Director for Jarritos parent company Novamex. “We are confident in their strategic and creative abilities and look forward to building the next generation of stellar creative for our beloved brands.”

We’re thrilled to be creating a new path for a great brand like Jarritos,” said Lalo Durán,WALO Co-Founder & Creative Director. “Being able to reconnect consumers with brands they grew up with and engaging new audiences with such an iconic and bold brand is a great opportunity”

Novamex, a private company in El Paso, Texas, owns the Jarritos brand and the rights to market its products outside of Mexico; it has been selling Jarritos in the United States for 25 years along with Sidral Mundet, Sangria Señorial and Mineragua.


More than fifty years ago, Jarritos was introduced as Mexico’s first national soft drink. Today, Jarritos is the leading brand in the US in the Mexican soft drink category and has become a Mexican cultural icon. Whether it is the distinctive glass bottle or the eleven unique and great fruit flavors, Jarritos can be found throughout the US in major and independent grocery stores, Mexican restaurants, taquerias, catering trucks and convenience stores. Jarritos flavors are a reflection of Mexico in its array of traditional Mexican flavors made with 100% natural sugar and natural flavors including: Tamarind, Mandarin, Fruit Punch, Jamaica, Lime, Grapefruit, Guava, Pineapple, Strawberry, Mango and Cola.


Novamex markets a variety of Mexican food and beverage brands. Each brand is a leader in its category in Mexico, and is recognized by Mexican-American consumers in the US. Novamex holds the exclusive rights of distribution of these brands in the US through related companies, partnerships, and long-term distribution contracts. The company was founded in 1987 with the vision of its founders of “being at the right place and at the right time” in order to offer its products to Hispanic families, who represent the highest population growth rate in the United States. This success is due to a wide knowledge of its Mexican-American consumers and a philosophy of investing in brands for the long-term through a fully integrated marketing strategy. 


Founded in 2014 in the heart of Dallas, Texas WALO Creative, Inc. is a creative collective of brand story tellers and image builders dedicated to helping clients do good work in every sense of the meaning. From strategic planning, creative concepting, and program execution across all media and mediums, WALO is dedicated to ensuring brands truly connect with their core audiences and have lasting impact in the communities they serve. WALO’s clients include Bonton Farms, Bonton Honey, and Make-A-Wish Foundation among others. For more information about WALO Creative visit www.waloinc.com