Canada Dry Mott’s is adding some punch to the summer drinking season.
The company has launched Snapple Spiked Peach Tea Vodka, the iced-tea brand’s first foray into the ready-to-drink alcohol beverage segment. And Mott’s is turning up the heat with Mott’s Clamato Extreme, a ready-to-drink Caesar with a blend of peppers and spices.
“New product innovations are a growth driver for Canada Dry Mott’s,” said Susan Lemieux, director of marketing at the beverage company. “The research behind the Snapple and Mott’s Clamato innovations showed that Canadians were ready for new flavour excitement, which is what we’re delivering with these products.”
Lemieux said bringing its popular Snapple Peach Tea to the ready-to-drink cooler segment was a natural fit for the brand, since consumers “love the taste of Snapple iced tea, and they also love alcohol coolers.”
“Bringing successful products like Snapple into new territories is a great way to reinvigorate an already popular brand,” she added.
The product is being supported by a digital, print and out-of-home advertising campaign, with the tagline “Tea Time Meets Play Time.” A pre-roll digital spot shows an elderly woman and a younger woman leisurely sitting in a living room, about to enjoy some iced tea. But when the older woman cracks open a can of Spiked Peach Tea Vodka, it cuts to a scene where’s she DJ-ing at a club.
Meanwhile, Mott’s Clamato Extreme Caesar is supported by a digital, print and social media campaign, asking consumers “Can You Stand the Heat?” A pre-roll digital spot shows a man drinking the spicy beverage at a house party, and then being doused in water by a fireman.
Canada Dry Mott’s also launched a new product for the grocery segment, Mott’s Clamato Lime, for the make-it-yourself Caesar fans. The product is being supported with a TV spot, digital and social media, as well as sampling.
DentsuBos developed the creative. Mindshare handled the media buy and Veritas is handling social and PR.
