Packed with flavour: Wedge’s timely refresh for Mott’s Clamato Caesar hits all the right notes

If you’re not aware of what the iconic ‘Canada’s Cocktail’ Clamato is or entails, picture this – an umami experience that starts with a base of Mott’s Clamato juice, a savoury blend of tomato juice and clam broth, mixed with vodka, Worcestershire sauce, and hot sauce, all served in a celery salt-rimmed glass. Often garnished with a celery stalk, lime wedge, and creative additions like pickled vegetables or even bacon, it’s a drink that’s both a cocktail and a snack in one! Though popular among those who remembered it from the ’70s and ’80s, younger generations hadn’t fully embraced Clamato, often seeing it as a traditional drink favoured by their parents and grandparents. To win over these new consumers, the team at Mott’s Clamato Caesar partnered with Wedge to reimagine its identity in a way that would appeal to modern tastes while maintaining Clamato’s iconic status. The refresh aimed to highlight Clamato’s distinctive flavour profile and versatility, appealing to adventurous palates and contemporary drinking occasions. The team began by establishing the central concept, ‘Bring on the Flavour,’ which evolved into a bold, zesty, umami-rich visual brand universe. The project encompassed brand strategy, ethnographic research, visual identity, packaging design, and campaign development.