Novamex's success, in large part, is due to its commitment to marketing to build brand franchises. Over the past 5 years, the company has invested a total of $50 million in integrated marketing and promotional programs to increase consumer awareness, leverage trade merchandising support and generate consumer take-away. This belief in marketing is evidenced by the fact that on a yearly basis Novamex outspends all of its competitors combined in the Hispanic soft drink category.
We believe that an integrated marketing approach utilizing a range of advertising and promotional initiatives working in concert is the best way to market our brands. On a national/regional level, Novamex utilizes broadcast media (TV, radio), print media as well as out-of-home (outdoor) along with attractive promotional programs to build brand image, secure retailer support and stimulate consumer sales. (We have also joined forces with marketers like Univision, Telemundo, MASECA, Mexico Express, MoneyGram, La Loteria "Don Clemente", The California Beef Council, Pizza Hut, El Gallo Giro Restaurants, Gallo, and AT&T).
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