Jarritos, the Mexican soft-drink brand, is hiring luchadores -- masked Mexican wrestlers -- to hand out free samples of its product on the street of Los Angeles. The aim, the company says, is to win over hip youngsters in order to transcend the brand's status as a niche ethnic beverage. "It only makes sense that we talk to a wider audience, particularly in a market like Los Angeles, where people know the brand," says marketing chief David Flynn.

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