Mott's Inc., maker of the zesty Clamato tomato cocktail, is significantly increasing its efforts aimed at Hispanic consumers.

Clamato is launching a new Spanish-language advertising campaign aimed at the nation's 33 million Hispanic consumers.

"We are launching a long-term commitment aimed at current Latino Clamato users," said Mike Judlowe, vice president of marketing for Mott's. "We are giving Clamato a fun, friendly and light-hearted character with a fresh, new advertising campaign."

Judlowe added, "Clamato already has a large share of the Hispanic market. Our research shows that Clamato has a high preference among Latino consumers. Hispanic Clamato aficionados use it in a variety of ways. They mix Clamato with lemons, hot sauce, salt, beer, vodka, tequila or straight up as a late-afternoon pick-me-up. They also use Clamato in their cooking of seafood and it's ideal for many great Mexican food recipes."

With a new tagline, "Clamato le pone sabor al momento" (Clamato adds flavor to the moment), Mott's will tout Clamato as a versatile product with a wide range of uses, from zesty drinks with great taste to spirited mixers that add a spice to life.

Starting in April, Clamato will launch its largest national Hispanic advertising campaign to grow sales among current users. The new television ads, Judlowe added, are part of a new multi-million dollar advertising, marketing, promotional and public relations campaign to increase Clamato consumption.

At 33 million, Hispanics are now the nation's fastest-growing consumer segment, spending $380 billion annually, according to the United States Census Bureau.

The multimedia campaign will be launched in mid-April and will intensify during Cinco de Mayo and the warmer summer months, and culminate in October during the annual celebration of Hispanic Heritage Month.

Clamato is a light and refreshing zesty drink with a blend of tomatoes, onions, celery and spices with a dash of clam. It is available in a variety of sizes, ranging from 5.5-ounce, single-serve cans to 64-ounce, multi-serve bottles.