Clamato had an opportunity to accomplish several important goals for itself and for Walmart. Prior to this program, Clamato was viewed primarily as a mixer and was merchandised exclusively on the juice aisle. But Clamato is also an outstanding cooking ingredient, particularly for seafood dishes. Lent presented a perfect time period to roll out this new usage as Hispanic shoppers are searching for solutions throughout this season. This campaign helped Walmart achieve a priority objective of owning non-traditional seasons.
Clamato saw a massive increase in household penetration and expanded its role in those households from mixer, to food ingredient for a variety of flavorful meals they could enjoy all year long.