Andale, Andale! Clamato.

Mott’s has launched a new advertising effort for its Clamato tomato cocktail beverage. The television, billboard and radio campaign is targeted toward the Hispanic market. The television campaign launched on April 26, 2004 will air on national Hispanic TV.

Clamato is a light and refreshing, zesty drink with a blend of tomatoes and spices and a great clam taste. Since 2000, Clamato has enjoyed double-digit growth in core Hispanic markets.

The objective of the new campaign is to position Clamato as the anytime drink that adds a spark of enthusiasm to a person’s life. The campaign focuses on the ability to keep a positive and optimistic attitude and perseverance through adversity. It is developed with a bit of humor that makes Clamato drinkers the heroes of everyday situations.

“We wanted the new Clamato campaign to emphasize Clamato’s emotional benefits,” said Georg Rasinski, senior brand manager, Clamato. “The result is right on the mark and we believe the campaign’s positive message will resonate well with consumers.”

The new direction was developed after months of strategizing between the Clamato brand team and del Rivero Messianu DDB, Miami FL, one of the top Hispanic agencies in the country, and part of DDB, a leading multinational advertising agency network. The outcome is an evolution of past communication efforts and focuses more on the brand’s unique and differentiating attributes.

“It was exciting to participate from the get go in a strategic process that resulted in a unique and unexpected creative direction for Clamato. It fills us with enthusiasm,” said Luis Miguel Messianu, chief creative officer, del Rivero Messianu DDB.

In addition to TV, outdoor and radio will also play an important role in the campaign. They will highlight the brand’s new tagline “Anima tu Dia” (Liven up you day) and will be running in most of the top 25 US Hispanic Markets.

The creative team at del Rivero Messianu DDB also includes VP Creative Director Jose Luis Villa, Associate Creative Directors Federico Casillas, Miguel Ullivarri and Samuel Albis, Art Director Ivette Mederos and Producer Alredo De Villa.