To help Canadians hosting parties take their holiday celebrations up a notch, Mott’s Clamato Caesar is offering a holiday entertaining program with both online and in-store components.
The “Need Holiday Season Tips?” program was created both to create a resource to help hosts and to promote Mott’s Clamato Caesar, said Canada Dry Mott’s brand manager Jonathan Yeh.
Top food and entertaining bloggers from across Canada were recruited to give some holiday entertaining tips via a video series on Mott’s Clamato Canada’s YouTube channel hosted by former bartending instructor Clint Pattemore, Clamato’s full-time “Mott’s Clamato Caesar Mixing Officer” and brand ambassador.
Video tips so far have included how to set up a self-service bar for party guests and the importance of sticking to serving recipes the host has already mastered.
The participating bloggers were encouraged to spread their tips through their own networks, and the brand’s fans are invited to engage with the content on the brand’s Facebook page and Twitter.
Veritas Communications led the creation of the video content and developed the strategy. The media buy on YouTube was executed by Mindshare. The online part of the program runs until Dec. 19.
In-store promotion, which runs until Feb. 17, was executed by Black Rock Marketing.
Yeh said that while this is a holiday-specific program, the brand has other online communications tactics geared at helping fans with their entertaining needs beyond this festive season. For instance, its Facebook page features a searchable Caesar Recipe Finder.
