Del Rivero Outsmarts Clamato Competition

ATLANTA Mott’s Clamato has selected del Rivero Messianu DDB to handle its estimated $5 million Hispanic account, sources said.

The Coral Cables, Fla., shop prevailed over local rival Zubi Advertising and Cartel Creativo in San Antonio, sources said. Omnicom-backed Dieste Harmel & Partners, the Dallas incumbent, did not participate.

Since 2000, Clamato has targeted 90 percent of its advertising at Latinos.

“For all practical purposes the main market is the Hispanic market,” said agency president and CEO Eduardo del Rivero. “We have a good chance to make it grow [into the general market.]

Del Rivero said his shop presented a range of graphics and television concepts that spoke directly to the Hispanic culture. “They ranged from the lighthearted to the weird, larger than life and everyday hero characters,” he said. “They were impressed with the breadth of our thinking.”

The beverage, created in Southern California and adopted up by surfers in the Baja region, has long been associated with partygoers as a cocktail mix as well as a hangover cure.

But it is also seen as a comforting drink in many Mexican households, said del Rivero. “Mexicans drink it throughout the day. It’s a little boost of energy,” he said.

Work, to break in late third quarter, will include television and print. “The whole idea is to be as creative as possible in all areas,” said del Rivera. “TV is a given, but what else can we do?”

Mott’s is a division of Cadbury Schweppes in Stamford, Conn.