MOTT’S CLAMATO CAESAR
BRING ON
THE FLAVOUR
Brand Platform Evolution of “Canada’s Cocktail” to its modern iconic status
Crowned as “Canada's Cocktail” since 1969, Mott’s Clamato Caesar is the beloved Canadian ritual, a savoury tomato and clam bevy (think Bloody Mary), sipped on brunch patios, cottage docks, at hockey games and more across the country.
CHALLENGE Inspire and capture a new generation through a modernization while maintaining nostalgic appeal, and staying accessible to multi-generations from all walks of life.
STORY There’s nothing quite like that sip of a Mott’s Clamato Caesar. Known anecdotally, and proven ethnographically. Despite this, Clamato struggled to speak to a younger audience who lives for flavour and find a way forward. Turning to Clamato’s innovative flavour portfolio beyond the classic, from briney pickled pleasures to spicy zesty heat, we knew there was untapped potential.
To love Clamato didn’t rest in it being a patriotic drink.
To love Clamato was rooted in a deeper yummy promise to Bring On The Flavour. A bold, colorful and expressive celebration of all the tastes to explore within the undeniably umami family. The future of Clamato would unfold as a broader, multi-dimensional world of flavour. Visually, verbally, and as a total experience. Inspiring new reasons to try, new occasions to let loose, and new moments to savour.
IMPACT Shift from a one dimensional classic to broader portfolio strategy. Re-affirming Mott’s Clamato Caesar as the authority amongst the category and go-to choice with a 6.4% increase in market share, 4.9% in volume growth, and increased buyer spend. All in all, Bring On The Flavour is a brand platform that honours its legacy while embracing the future.
STRATEGIC BRAND PLATFORM, VISUAL BRAND PLATFORM, BRAND VOICE, Packaging Design SYSTEM
& PRODUCTION, COMPREHENSIVE Brand Guidelines, ETHNOGRAPHIC RESEARCH, BRAND CAMPAIGN
FROM CONCEPT TO PRODUCTION
CULTURAL FORAGING Legacy brands have rich archives. Strategically and aesthetically, the work starts here to uncover personality, meaning, and character of Mott’s Clamato past to understand the unique DNA that built love across a nation. And naturally, key visual elements from color to typography and symbols that must be celebrated forth, why, and how.
DESIGN The refreshed typographic language strikes personality in the details: Quirky yet timeless serifs and forms bring character to amplify a one-of-a-kind beverage, referencing the Clamato logomark.
