Iconic Canadian drink mix Mott’s Clamato is hailing the Caesar with its new Mott’s Clamato Party Guide.
The online guide, housed on a microsite at DrinksMixer.com, is presented as a calendar suggesting a Motts Clamato-themed drink for every weekend between now and Dec. 31. The guide was developed by online ad sales company Gorilla Nation Media, with Mindshare handling the media buy.
Walder Amaya, the Toronto-based vice-president of operations, Canada, for Gorilla Nation Media, said the guide is designed to dispel the notion that the Caesar is a drink only for special occasions, while also showcasing the versatility of Mott’s Clamato cocktail.
“The whole premise [of the initiative] is ‘How do we demystify the fact that the Caesar is only for special occasions?’ ” said Amaya.
Clicking on a drink recipe opens up a window that includes instructions on how to make the drink and, in some cases, suggested food pairings.
Each recipe can also be shared via e-mail and social networks, and Amaya said that most of the guide’s users have already shared recipes with their friends via social media sites like Facebook.
“The share rate on this thing has been phenomenal,” he said.
The guide is being promoted through a combination of display ads and editorial placements on Gorilla Nation-repped properties, including Crave Online, Daily Motion, Metacafe and SheKnows.com.
