Mott's Clamato Caesar
A bold new world for a savoury cocktail legacy
Bring On The Flavor
The Context
Since 1969, Clamato has been heralded as ‘Canada’s Cocktail’ with 350 million Caesars consumed annually. But in recent years, the brand rested on the laurels of their heritage, failing to invest in enticing a new generation who’d become key in continuing their legacy and popularity. Wedge was approached to modernize the brand universe with a total platform reboot to strike a new and relevant connection.
The Insight
It starts by honing in on the target audience that would help Clamato win. We led an ethnography study that revealed polarizing results: You really love it, or you really don’t. And those who do, do for its unmistakable, like-no-other flavor and unique taste.
The Big Idea & Success
“Bring On The Flavour” became the brand platform that shifted Mott’s Clamato Caesar from a one dimensional classic to a desirable world of bold flavor discovery with personality in every pour. Equity elements were strengthened, with a whole new energy for today’s culture and the results rolled in. We reaffirmed their place as the category go-to, resulting in a 6.4% increase in market share, a 4.9% increase in volume, and an overall increase in target buyer spend.
Cultural Foraging
Legacy brands have rich archives. Strategically and aesthetically, the work starts here to uncover personality, meaning, and character of Mott’s Clamato past to understand the unique DNA that built love across a nation. And naturally, key visual elements from color to typography and symbols that must be celebrated forth, why, and how.
Design
The refreshed typographic language strikes personality in the details: Quirky yet timeless serifs and forms bring character to amplify a one-of-a-kind beverage, referencing the Clamato logomark.
“there are great intangibles, chemistry and collaboration. we are very happy to continue growing our relationship in new ways.”
Disciplines
- Ethnographic Research
- Brand Strategy & Narrative
- Brand Voice & Messaging
- Tagline
- Campaign Strategy
- IAT Management
- Packaging Architecture
- Campaign Concept
- Visual Identity System
- Packaging Design System
- LTO Packaging Design
- Creative Direction
- Brand Campaign Design System
- Brand Guidelines
- Packaging Production
- 3D Renders
- Campaign Production
- Photography & Video
As seen in
Creative Boom -- “Wedge Refreshes the Identity of 'Canada's Cocktail'.”
The Brand Identity -- “Packed with Flavor: Wedge’s Timely Refresh for Mott’s Clamato Caesar Hits All the Right Notes.”
Awards
Dieline, 3rd Place, Beverage Brand Identity Systems
Team
Design Director: Justin Lortie
Creative Director: Sarah Di Domenico
Strategy: Nancy Chen
Design Lead: Claudie Grenier-Côté
Senior Designer: Dylan Bourdeau, Agathe Morin
Designer: Léo Maubert
Typographer: Copper and Brasses
Senior Writer: Sean Ngo
Campaign Art Direction: Elodie Trudel, Matt Boyd
Campaign Design: Elodie Trudel, Capucine Labarthe
3D Artist: Sam Walker
Senior Production Designer: Étienne Angot
Production Manager: Sylvie Ouzileau
Project Lead: Marilyn Marois
Account Director: Fredo Zavarella
Collaborators
Director/Photographer (Campaign): Leeor Wild
Production Partner (Campaign): KZM
Photographer (Off-Figure): Michael Kazimierczuk
Prop Stylist (Off-Figure): Jess Anderson
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