Clamato Seeks Change in Latino Shop | Adweek Clamato Seeks Change in Latino Shop | Adweek
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Clamato Seeks Change in Latino Shop

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DALLAS Mott's Clamato is reviewing agencies for its Hispanic account, the client confirmed.

Sources said the company is meeting with Cartel Creativo in San Antonio, Zubi Advertising and Del Rivero Messianu DDB, both in Coral Gables, Fla.

Omnicom-backed Dieste Harmel & Partners, the Dallas incumbent, was not invited to defend, a client representative said.

"It wasn't that we were unhappy with [Dieste's] work," the rep said. "It was that we were looking for something new and different and like a lot of companies we like to change things around every couple years."

Dieste's work for the brand has used the tag, "Clamato, le pone sabor al momento," which translates into "Clamato enriches any situation" and featured a character named Javier.

Since 2000, Clamato has targeted the majority of its advertising at Latinos. Last year the company did not spend any money on general-market media, the spokesperson said.

Sources said final presentations would take place later this month at the client's Stamford, Conn., headquarters.

Billings for the Hispanic account of the Cadbury Beverages-owned client are undisclosed. Clamato spent $4 million on Latino media last year, according to Nielsen Monitor-Plus.