Behind the Music: Giving Jarritos a Theme Song You Can’t Unhear
Celebrating 75 Years of the ultimate pairing: Jarritos + Tacos.
How do you celebrate a 75-year-old icon?
With tacos, trumpets, and a wildly sticky sonic mnemonic.
When Jarritos set out to make their first-ever U.S. commercial campaign, Fortnight Collective and Lumenati / Brand Revolution invited Coupe Studios to bring a musical voice to their beloved bottles. The campaign used practical (mechanical) effects (Dan Cummings directed) and old school animation on the bottles. In addition to composing the mnemonic, the background music, sound design and mix, Coupe also handled casting the amazing billingual talents to voice the characters.
The mission:
Make something fun, memorable, and undeniably Jarritos.
Challenge accepted.
The Creative Spark
On the very first kickoff call, Creative Directors Alfonso Zapata and Edi Inderbitzen threw out a concept we all fell in love with:
“Jarritos! Respect the Taco.”
Instantly, everyone knew — that was the hook.
From there, Coupe composers Jake Sproul and Aaron “AG” Garrison dove into full exploration mode:
new melodies, mariachi instrumentation, alternate lyrics, and yes… plenty of tacos.
The Sonic Experiment
We tapped, clinked, and even blew into Jarritos bottles to layer unique textures into the track.
AG went full mad scientist – recording every instrument himself and singing all five harmony parts in the west wing of Coupe Studios. It got weird. The good kind of weird.
The Result
A mnemonic that refuses to leave your brain:
“Jarritos! Respect the Taco.”
It’s fun. It’s bold. It’s very Jarritos.
And it’s now ringing out across TV and social in the brand’s first major media push into the U.S. market.
Read more about Sonic Branding here in this guest post by Matt Ingwalson.