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National Awards Submission
O'Clamato
Claiming the Title of Canada's National Cocktail
Category 1e: External Communications
Media Relations
March 31,2010
Executive Summary
Research
Mott's Clamato has approximately 80 per cent market share in the tomato/clam juice category. However, the brand only
has approximately 20 per cent household penetration in Canada. Consumer research has shown that the Caesar, of which
Clamato is a significant ingredient, is considered a contagious purchase. It is not always top of mind when ordering but
when you see one, you want one. The ongoing challenge for Canada Ory Mott's (COM) is to position the Caesar, and
therefore Clamato, top-of-mind with consumers when they are at home or when they are out with friends and family.
This will help drive Clamato sales overall.
Analysis
Mott's Clamato is a key product in the COM portfolio. The Caesar, a uniquely Canadian creation and Clamato are
intrinsically linked as tomato/clam juice is an essential ingredient of the beverage. There are few if any alternatives other
than Clamato. As a result, building awareness around the Caesar and Caesar drinking occasions ultimately leads to
increased Clamato sales. In 2009, a unique communications opportunity presented itself for Mott's Clamato Caesar
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celebrated its 40 anniversary. People who love Caesars become important ambassadors of the brand and help carry the
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Clamato message. It was important to make a splash in 2009 and officially acknowledge the 40 anniversary thereby
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driving consumer awareness and sales. The 40 anniversary message has since become the rallying cry across all
marketing and sales channels and communications vehicles.
Communications
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Up until 2009 no one beverage had sought to claim the title of Canada's National Cocktail on Caesar's 40 Anniversary,
Mott's Clamato set out to have the Caesar recognized as Canada's National Cocktail. A preliminary consumer survey
demonstrated that nearly two-thirds of Canadians supported the initiative of having the Caesar named Canada's National
Cocktail. This consumer support provided the foundation for the development of a grassroots campaign. To create a
legitimacy for the program Veritas Communications began working with the Mayor of the City of Calgary, the birthplace of
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the Caesar, to have May 13 officially recognized as Caesar Oay in Calgary. The program was supported by extensive
media relations and an online petition. The initiative was announced at a special event in Calgary, hosted by the Mayor of
the City of Calgary and local VIP's.
Intended Audiences
The Mott's Clamato Brand Team at COM provided the agency with detailed briefs on the intended audience. This
information was based on proprietary research conducted by the company. The brief and subsequent research was
utilized to develop the overall strategy and creative campaign to effectively reach the intended audience. The primary
target audience was Canadian social adults, age 31-55, male/female (43/57) who are confident, easy going and enjoy
sharing good times with family and friends. These consumers want to share moments within a social setting while
reflecting their individuality.
Communications Objectives
As Veritas did not have direct access to sales figures and since there were other marketing activities happening at the
same time, it was determined that the communications objectives would focus on achieving measurable public relations
results. These were
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Position the Caesar, and Clamato, top-of-mind with consumers at home and/or when they are out with friends
and family to help drive Clamato sales
positive, branded national regional and local media coverage for Mott's Clamato in Canada
a cost-per-contact of less than $0.03
a Media Relations Rating Points rating of more than 75 per cent
Mott's Clamato brand and key messages communicated in over 85% of coverage
Solution Overview
Veritas Communications collaborated with the Mott's Clamato Brand Team and COM to create an original, creative, public
and media relations campaign to introduce the Caesar as Canada's National Cocktail. The program was designed to build
consumer and media awareness, generate branded, high-profile media coverage, engage Canadians across the country
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and had a budget of $102,000. The agency leveraged the 40 Anniversary of the Caesar to educate Canadians about the
drink's Canadian heritage. A grassroots online movement was initiated to encourage Canadians to support the Caesar as
Canada's National Cocktail. This initiative created a long-term ownable foundation that will continue to live on for years
to come, inspiring new Caesar drinking occasions year round.
To achieve the desired communications objectives, the following elements were developed:
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Long Lead National Media Relations Outreach to key business, food and beverage and lifestyle editors to
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highlight the 4d anniversary of the Mott's Clamato Caesar
Social Media/Blogger Outreach to motivate Canadians to support the Caesar as Canada's National Cocktail
which included a Facebook page and outreach to key online food and Canadian culture bloggers
National consumer media relations following on the heels of the grassroots activities, leveraged the buzz and online
dialogue with a national consumer poll to validate positioning the Caesar as Canada's National Cocktail
VIP event and official proclamation of Caesar Day in Calgary working with Calgary's Mayor and the hotel
where the Caesar was created to host a unique news event and visual
CANADA D'EH Short Lead Media Relations Outreach to key food and beverage and lifestyle editors to
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highlight the 4d anniversary of the Mott's Clamato Caesar and position Canada's National Cocktail as the
perfect complement to every Canada Day celebration
The extensive media relations and grassroots campaign was a tremendous success and exceeded objectives.
Veritas was able to secure extensive national branded media coverage and generate substantial consumer
awareness among the target. All activities were completed on time and within the approved client budget.
The biggest challenge faced in 2009 was that the Canada's National Cocktail concept was not fully integrated into the
other marketing disciplines. The concept was solely supported by public relations and social media. While the results for
the overall campaign were outstanding and surpassed all expectations, the momentum could have been better had the
campaign had a stronger presence year round with additional support of mass media and in-store. Due to a limited
budget, Facebook advertising was not possible. This would have led to a significantly larger online community. Even with
these challenges the consumer response to Canada's National Cocktail was so impressive that it has become the
foundation of all communications moving forward in 2010 including, digital, on-pack, mass advertising and internal
communications.
Measurement/Evaluation
The day of the launch the Calgary Herald ran a front page story celebrating the Caesar as Canada's National Cocktail. With
a vibrantly coloured photo and extensive branding which featured the official recipe of the Caes~r, the story took up % of
the front page. CBC had their international crew in London, England test one of the key messages that Canada is the only
place in the world to find a proper Caesar - the story was top of the news across the country in English and French
Canada. In addition, the story was covered nationally in print online and broadcast media outlets. To date, the campaign
has garnered nearly 52 million impressions and the petition has over 10,000 signatures and climbing. As of July 2009 volume consumption grew + 6% in collaboration with the traditional yearly in-store activation and advertising.
Objectives & Results
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Generate positive, branded, national, regional and local media coverage for Mott's Clamato in Canada
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185 stories across Canada in broadcast, print and online (100 per cent positive)
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Achieve a cost-per-contact of less than $0.03
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Cost-per-contact of $0.002
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Achieve a Media Relations Rating Points score of more than 75 per cent
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Media Relations Rating Point score of 81 per cent
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Ensure Mott's Clamato brand and key messages were communicated
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99 per cent of coverage included either a Caesar/Brand mention or 40 anniversary mention
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The call to action was in 96 per cent of the coverage in over 85 per cent of coverage
Caesar Day resulted in front page coverage and top of the news in several broadcast outlets across Canada. The story was
covered nationally in print online and broadcast media outlets. To date the campaign has garnered more than 52 million
media impressions with an MR2P rating of 81 per cent and the petition has over 10,000 signatures and climbing.