After a swift review, Novamex, a maker of Mexican soft drinks, has awarded Omnicom Group’s GSD&M national creative and media duties for its Jarritos brand of beverages. David Flynn, marketing director at El Paso, Texas-based Novamex, told Ad Age: “Prior to this, all of our efforts were focused on the U.S. Hispanic market, which we’ve been marketing to since the 1980s. But as part of the evolution of the brand — as all brands are looking to grow — we want to sell product in the general market.”

According to Mr. Flynn, awareness in the Hispanic market is now more than 90%, and there is “pretty strong awareness” in markets with large Hispanic populations, such as Los Angeles. But the company is attempting to make Jarritos a more mainstream beverage that appeals to a diverse consumer base.

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