A Mexican soda chain has a new strategy for capturing US market share.

Jarritos–a Mexican soft drink company–has unveiled a new advertising campaign directed at the trend-setting, 18-24 year old non-Hispanic males residing in Los Angeles. The campaign consists of several strategies, including a new web-page and three murals painted by Austin-based street artist, Federico Archuleta, promoting–amongst other things–the product as a granulated sugar-based alternative to mass-market soft drinks using high-fructose corn syrup.

Though maybe not a household name, the consulting company Beverage Marketing estimates that Jarritos is already sold at half of U.S. grocery stores with annual retail sales of $200 million, up from $150 million last year. Compare those 2010 figures with the $14.4 billion earned by Coca-Cola, $7.1 billion by Pepsi and the scale that Jarritos is operating against becomes clear.

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