FORTNIGHT COLLECTIVE BREAKS HUMOROUS & COLORFUL CAMPAIGN FOR JARRITOS

Animated Taco & Iconic Bottle of Soda Show Why They Are the Perfect Pair

Fortnight Collective, the independent advertising and branding agency, is launching a humorous new ad campaign for Jarritos, Mexico’s best-selling soft drink. The campaign broadens the brand’s U.S. presence and reinforces Jarritos as the ideal partner for tacos, one of the fastest-growing American foods, from the frozen food aisle to award-winning food trucks that are stalked on social media.

The campaign features two 30-second hero spots in which a taco and a bottle of Mandarin Jarritos spring to life and banter over their perfect pairing, unbeknownst to the humans. The taco teases Jarritos—who glistens in his iconic glass bottle—that he is overdressed and suggests that he, the taco, is the main course. The Jarritos bottle says he is the reason the human will order two more tacos and that they are destined to be partners. A wiseacre bottle of hot sauce, a clueless cheese quesadilla, a grinning slice of lemon and a jealous can of generic soda play supporting roles in other vignettes.

Each execution ends with an energetic ensemble of the brand’s 12 flavor characters singing in unison the playful Jarritos tagline, “Jarritos. Respect The Taco.” The entertaining wordplay and quirky animation are complemented by sumptuous tabletop photography of the hearty taco and the vibrant colors of the brand’s unique flavors. The work is aimed at broadening the appeal of the multi-flavored brand with U.S. consumers and increasing traction and relevance in the competitive and rapidly changing soda category landscape.

“Tacos are more than food. They’re culture, community and tradition,” said Eric Delamare, director of Marketing, Jarritos. “With ‘Respect the Taco,’ we want to celebrate that heritage in a way that is fun, modern, and unmistakably Jarritos, The Official Drink of Tacos. The work is playful, and it also comes from a place of authenticity and respect.”

The creative work leans into the status of Jarritos as Mexico’s first national soft-drink brand, founded in 1950, still produced in Mexico using real cane sugar and offering distinct fruit flavors that include Tamarind, Pineapple, Watermelon, Guava and Mango.

“The idea was simple: Let the taco and Jarritos speak for themselves,” said Kelly Yach, senior brand director, Fortnight Collective. “By bringing a taco and a Jarritos bottle to life, we could spark a conversation that is equal parts humor and cultural pride. The execution is unexpected and authentic to the historical relationship between Jarritos and the taco,” added creative directors Alf Zapata and Edi Inderbitzin.

Fortnight Collective won the Jarritos brand creative account on a project basis in May 2025.

Source: Fortnight Collective

  Advertising, Campaign, Fortnight Collective, Jarritos, Marketing