Emery Martinez Extends Jarritos Drink Line

Product marketers at Emery Martinez wanted to make a splash when they introduced the latest extension to the company's line of Jarritos fruit-flavored drinks targeting the Mexican market.To introduce the product at retail with shelf danglers, the marketers selected a new type of vinyl process printing that gave them the look they desired in a smaller print run.The promotion, which began in September, touts the company's new Strawberry drink, which complements its existing eight flavors. The introduction also included neck hangers, posters and in-store coupon pads. At the same time, the company was introducing a two-liter size bottle for its grapefruit drink, expanding that line to five flavors."We always use P-O-P materials whenever we introduce a new product," says Carla Aragon, account executive for the El Paso, Texas-based company. "But this is the first time we've used this type of dangler and this company to produce them."The dangler is a laminated vinyl die-cut material printed with four-color process colors to provide a bright, durable finished piece. Created by SPC Graphics, Hannibal, Mo., the pieces are part of the company's new TargetEdge program, which specializes in small print runs for these vinyl danglers. The client ships artwork to the company, which outputs film and a proof for approval. It then prints, die cuts and ships the final order within two weeks.The Jarritos danglers feature a bright red background imprinted with the bold gold "Nuevo" above the reversed out words, "Strawberry/Fresa." An open bottle of the drink in a person's hand attempts to entice thirsty consumers."I was interested in the material SPC Graphics was using for the dangler because it added visibility," Aragon explains. "We don't have printers that we've worked with before that could produce this type of piece, and we thought the colors printed very brightly. They did a good job of producing them for us."Complementary neck hangers and posters were produced by Lithexcel, Albuquerque, N.M., while El Paso, Texas-based Minutemen Inc. created ad slicks for in-store use and coupon tear pads. All were produced in a run of 5,000 and are being distributed to Mexican specialty stores, where the company has its largest volumes.

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