Mott's Clamato “When you see one, you want one”
EXECUTIVE SUMMARY
Business Results Period (Consecutive Months): | June 2006–June 2008 |
Start of Advertising/Communication Effort: | July 2006 |
Base Period for Comparison: | Year Ago Trends |
The Caesar is a truly Canadian cocktail, unique to this country, powerfully associated with social occasions and the ritual of preparation and consumption. Mott's Clamato has always been perceived as the only authentic base for the Caesar's unique savoury flavour. But in 2005, Caesar penetration was declining and it was no longer top of mind even among Caesar lovers. This case shows how a great insight about the...