The authentic Mexican soda brand, Jarritos, has been a long-time client since the beginning days of APC Collective. Our team was awarded the 2016 PR Council’s Best Campaign by Diverse & Inclusive Team Award for the promotion of the mini-film paying homage to immigrants with Jarritos’ The Journey (directed by Diego Luna and partnered with WALO). From developing a story to tap into culturally relevant movements to engaging in local communities across the country, APC Collective developed the Respect the Taco campaign to deepen brand awareness and strengthen influencer relations.
From Los Angeles to Miami and Cincinnati to Sedona and everywhere in between, we brought the flavorful glass bottles to consumer hands and uplifted small restaurants and taquerias along the way with taco buyouts. As a brand focused on community engagement, APC also developed the concept for the JarriTODOS (Jarritos for Everyone) Artist Grant Contest to champion diverse artists and creatives with the chance to win a $10,000 grant to help them pursue their artistic passions in art, music, fashion, food, dance, and beauty. Influential judges included: Courtney Plummer, Contemporary Art Dealer, Karla Martinez de Salas, editor of Vogue Mexico/Latin America, JoJo Gomez, professional dancer/choreographer, Pati Jinich, celebrity chef and host of La Frontera, and Javier Farfan, music, entertainment, and cultural marketing consultant.