Mott’s makes a date with Canadians’ calendars
The maker of the classic cocktail ingredient has launched an online ad campaign promoting its Mott's Clamato Party Guide - containing enough drink recipes to last until Christmas.
Wondering what to bring to a party this weekend? If you start with a bottle of Mott’s Clamato, the bevvie maker has made sure that you won’t have to wonder that again until January.
In a deal with online ad sales firm Gorilla Nation, the Canada Dry-owned brand has launched the Mott’s Clamato Party Guide, a four-month calendar of cocktails planned from the first of September through to Dec. 31. Mindshare handled the media buy.
The Guide is housed on a microsite at DrinksMixer.com, part of the US-based CraveOnline network of male-focused websites. The calendar is the main feature of the Guide, and drinks for every Thursday, Friday and Saturday until December are marked with a different Mott’s inspired cocktail. When the user clicks on the drink name – Tini Bikini Martini, for example – a window pops up telling the user how to make the drink and sometimes suggesting a food pairing to go with it. Users can share the recipes with friends via the social media ‘share’ button.
‘We wanted to show all the different Caesars you can make with Mott’s Clamato in a way that would engage our consumers,’ Walder Amaya, VP operations, Canada, Gorilla Nation Media, tells MiC. ‘Because the Caesar is a social cocktail, many of our consumers entertain between Thursday and Saturday, so we thought it would be fun to create a calendar with the consumer experience in mind.’
The Mott’s Clamato Party Guide is being promoted via display advertising on Gorilla Nation’s website portfolio targeting male and female-focused lifestyle sites, such as Sheknows.com and the Crave Online homepage and network of sites. Sponsored editorial will also run across a selection of Gorilla Nation-repped sites.
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