The campaign was meant to encourage unity in a nation that saw division. A big part of that is appreciating the beauty that comes with diversity and a mixture of cultures. Jarritos wanted to bring people of all races, genders, orientations and ethnicities together. The U.S. is a nation of immigrants, dating back to those who set foot on Ellis Island in the 19th century, to the ones settling here today. The spot paralleled that history with modern immigration as a way of reminding the U.S. of its roots. Sharing the experiences of immigrants was essential, because we are each unique in a specific way, despite where we are from or who our family is. Sharing our stories, and those of generations past is a big part of bringing people together today.

The campaign was released in the weeks leading up to the U.S. Presidential Election, when political and societal topics were at their most tense. Its placement on social media was meant to encourage and facilitate its spread. The ten second videos that accompanied the spot were released a month prior to Election Day and delivered messages of unity and diversity. Election Day was our Super Bowl, so with the most eyes glued to Facebook, we executed our heaviest digital media push. To date, the comments, views, likes and shares keep adding up.

The social strategy worked, its shareable nature made it go viral. In one month, the campaign garnered over 18 million views and 183 million impressions across social media while stirring conversations on the importance of diversity in the U.S. News outlets began calling it, "the most unifying moment of the Presidential Election" and "a powerful ad on the immigrant experience". The objective was to establish the brand as valuing unity while reaching out to new consumers, and based on reactions, it succeeded. Some comments read, "Once I'm done crying I'm going to go buy all the Jarritos" and "Jarritos is now my favorite drink, this is so beautiful. I intend to stock up on Jarritos". Though the objective wasn't sales, the campaign led to a strong 4th quarter and ended 2016 with an 8% growth for the year, leading Jarritos to grow faster than the soft drink category itself.