National campaign for Cadbury-Schweppes brand Clamato. This was a full 360 campaign that found expression in broadcast, digital, In-store sampling, experiential and promotional events.
INSIGHT:
Clamato appeals to a range of origins, from Canada to the Caribbean , from Central to South America, where language, consumption habits and overall taste can vary significantly. Yet there is one key language that is universal, and that is the language of music. But even in this arena, there are regional tastes and variations.
Within the United States, the advertising is focused on the Latino Market, that is it's primary consumer.
APPROACH:
The core concept is based on the fact that Clamato is a highly personalized beverage, where consumers will add their own ingredients to personalize their beverage. A campaign mantra was created, "Clamato moves you, and you move Clamato" to remind us that it is a two way road with the consumer, and that whatever we do, they should feel an active part of it .
EXECUTION:
The core production element of the campaign was an original song, with lyrics written in the spirit of the campaign message. This song was produced in three distinct music styles, covering the US Urban, Caribbean Tropical and Rural Central American tastes encompassed by Reggaeton, Salsa/Merengue and Southern California Latino Pop. A music video was produced, and was cut down for use in not only its full form, but also for web. The music was released to radio stations, and commercials were built around the song also.
The overall campaign included 3 original music tracks, three versions of a music video, tents, banners, website and event design, along with a variety of promotional materials and collateral. This campaign bridged on and offline through the Clamato website that mirrored the campaign elements including the music video.
The website was built inspired on the personalization aspect of the product, richly populated with cuisine and mixed beverage recipes.
Overall, it was a highly successful campaign, its use extended over a 4 year period with significant increase in sales and distribution, while also garnering numerous awards including The Addy, The Telly and The Accolade.
