USA: Clamato Adds Zest to Hispanic Marketing, Targets Latino Consumers
Clamato is launching a new Spanish-language advertising campaign aimed at the nation's 33 million Hispanic consumers.
"We are launching a long-term commitment aimed at current Latino Clamato users," said Mike Judlowe, vice president of marketing for Mott's. "We are giving Clamato a fun, friendly and light hearted character with a fresh, new advertising campaign."
Judlowe added: "Clamato already has a large share of the Hispanic market. Our research shows that Clamato has a high preference among Latino consumers. Hispanic Clamato aficionados use it in a variety of ways. They mix Clamato with lemons, hot sauce, salt, beer, vodka, tequila, or straight up as a late afternoon pick-me-up. They also use Clamato in their cooking of seafood and it's ideal for many great Mexican food recipes."
With a new tagline, "Clamato le pone sabor al momento" (Clamato adds flavor to the moment), Mott's will tout Clamato as a versatile product with a wide-range of uses, from zesty drinks with great taste to spirited mixers that adds a spice to life.
Starting in April, Clamato will launch its largest national Hispanic advertising campaign to grow sales among current users. The new television ads, Judlowe added, are part of a new multi-million dollar advertising, marketing, promotional and public relations campaign to increase Clamato consumption.
At 33 million, Hispanics are now the nation's fastest-growing consumer segment, spending $380 billion annually, according to the United States Census Bureau.
The multimedia campaign will be launched in mid-April and intensify during Cinco de Mayo and the warmer summer months and culminate in October, during the annual celebration of Hispanic Heritage Month.
Clamato is a light and refreshing zesty drink with a blend of tomatoes, onions, celery and spices with a dash of clam. It is available in a variety of sizes, ranging from 5.5-ounce single-serve cans to 64-ounce multi-serve bottles.
Mott's, Inc., a subsidiary of London-based Cadbury Schweppes plc (NYSE: CSG), is headquartered in Stamford, Conn. Mott's is the nation's leading producer of branded apple sauce and apple juice. Other well-known products made by Mott's include Mott's Fruitsations, Hawaiian Punch Fruit Drinks, Grandma's Molasses, the number one brand of Molasses in America, Holland House and Mr & Mrs T, the top selling cocktail mixers in the United States, Rose's, the nation's leading brand of lime juice and grenadine and Austin Powers Shagadelic Shakers. More information about Mott's can be found on its website, www.motts.com.
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