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  • This is an email that I deleted in lieu of sending to my supervisor upon sudden termination just days before a pitch with Jarritos. Our goal was to use "Social Media" to get white people to buy more Mexican soda.

    When worded this candidly, you really get a feel for how irreverent advertising/marketing is. It's subtle and subversive, but buried within articulate, 5-to-25-page briefs are demands that beckon larger questions about race and social structure.

    Got your notes from this morning. We're working on getting some big ideas that gain traction and really answer the brief. However, we keep churning out tactic after tactic which seem to get muddled down by Objective 3 - drive to retail; aren't big enough; or are too big and step on the toes of the WNFH* campaign.

    In terms of big ideas, I am feeling a bit stifled by GSD&M's "WNFH" umbrella. It isn't resonating with the MORE** and that makes it hard to introduce social media into that audience. To me personally, social media is a tool to build a relationship with an existing consumer. It's not a tool for starting a relationship. For example, when I was in college and met girls on MySpace, our actual meeting thereafter generally sucked. I think that's how it is with brands too. Facebook, Foursquare, Twitter only help sustain existing relationships, not start new ones.

    I believe that for Jarritos to start selling to the Anglo Saxon market, they will need a new identity, a new proposition, a new relationship with mother earth, with people's bodies, something more relatable than "we're not from here." Once that is worked out, social media can reinforce a Mexican soda's relationship with a new audience. Similar to how you can Facebook message someone after you go on a date and a link becomes more relevant.

    Our work so far has been to find a way to use social media to reach out to this new audience and I don't think it will work. Even if we deliver kick ass work that just blows up in the Jarritos community - awesome, impeccable, genius work - it won't readily seep into Anglo culture because the two cultures do not overlap. It's the sad reality of the state we live in.

    I only speak from experience because I am the 18-30 yo white guy Jarritos is trying to market their product to. Unfortunately, I only learned about the campaign because I work in advertising/marketing. I was not effectively marketed to.

    * We're Not From Here (WNFH) is the current Jarritos campaign geared toward white males, 18-30. It was created by GSD&M; Austin, Texas. You can see some of the work at

    ** MORE = White people
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