Wedge, a studio based in Montreal and LA, has been responsible for the brand evolution of Mott’s Clamato Caesar, known as „Canada’s Cocktail“, since 1969. For those unfamiliar, think of it as the Canadian version of a Bloody Mary – a drink often enjoyed by parents at BBQs, holiday parties, and brunches.
Following their successful work with Canada Dry, the Keurig Dr Pepper team enlisted Wedge to revamp Mott’s Clamato Caesar. The goal was to appeal to a new generation of cocktail enthusiasts by introducing new flavors like Pickled Bean, Lime, and Extra Spicy. This expansion required a refreshed identity to support Mott’s ambition to move beyond the classic original cocktail.
Wedge, confident in their previous results, collaborated closely with the internal creatives to achieve the desired outcome. According to founder Justin Lortie, a strong relationship involves mutual collaboration, strategic thinking, and asking curious questions. The Mott’s team’s efforts were praised for their role in the project.
In Canada, the Caesar cocktail elicits strong opinions – people either love it or hate it. Wedge’s ethnographic studies revealed that flavor was a key factor in why people, including the new generation, enjoy Caesars. This insight led to the brand platform, ‚Bring on the Flavour‘, shaping the strategic narrative and visual identity.
By exploring the food category for inspiration, Wedge differentiated Mott’s Clamato Caesar from competitors. The brand embraced a rich universe of flavors such as Spicy, Salty, and Zesty, standing out in the category with a bold and personality-filled approach.
While heritage remains important for an iconic brand like Clamato, its identity had become somewhat dated. Wedge’s holistic refresh aimed to appeal to the new generation and enhance the brand’s perception, relevancy, and desirability. Lortie emphasized the lasting impact of the classic Caesar cocktail image, known as ‚the Caesar effect‘, which triggers a desire for the drink upon seeing it.