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Clamato Speaks to Hispanics

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Dieste & Partners Creates $5 Mil. Spanish-Language Campaign
DALLAS--Mott's this month launches a $5 million Spanish-language campaign for its Clamato brand tomato cocktail via Dieste & Partners.
The new 30-second television spot, produced by Hispanic specialist Dieste in Dallas, features a young Latino named "Javier" who gains instant popularity when he enters a party bearing a cooler of Clamato.
The commercial, which will air on Univision, Telemundo and Galavision, is being supported by local radio and outdoor messages in the top 15 Hispanic markets.
"The brand has been very well established north and south of the U.S. for a long time," said Dieste managing partner Warren Harmel. "The Bloody Caesar in Canada is made with Clamato. It's very popular in Mexico where it is drunk typically with beer as a mixer. But it has not made a lot of headway historically here in the United States."
Mott's conducted a major reassessment of the brand last year. It decided a U.S. Hispanic marketing push would offer a better return on investment than the general consumer strategy it had pursued with J. Walter Thompson in New York.
"With this launch, we are making a long-term commitment to 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."
The new advertising tagline is: "Clamato le pone sabor al momento" ("Clamato adds flavor to the moment").
The target audience for the new campaign is married couples with children, Harmel said. The multimedia marketing effort will intensify over the summer.
Four consumer promotions, organized by Mott's new Hispanic promotional shop, PanaVista in Dallas, are planned in grocery stores, restaurant chains and convenience outlets. Additionally, Mott's has recruited ON Marketing, a Los Angeles public relations agency, to create consumer and trade public relations campaigns.
The Clamato cocktail is a blend of tomatoes, onions, celery and spices with a dash of clam. The beverage is mixed with hot sauce and alcoholic beverages, as well as being consumed on its own.
Mott's, a subsidiary of Cadbury Schweppes, is headquartered in Stamford, Conn. K