"This is a pretty nontraditional project for an ad agency," says Ignited Minds VP-business development Matt Winslow. "And certainly a pretty nontraditional product." Hitting West Coast shelves this summer, Energia is an energy-infused Clamato drink aimed at the Hispanic market. "Clamato has been a brand of choice in the adult Hispanic community for years," explains Winslow. "With the development of the Clamato Energia product, Cadbury Schweppes will expand that relationship to include the younger energy-drink generation of Hispanic consumers." A blend of real juice, taurine, ginseng, guarana and vitamin B, "the can's bold crest design is a graphic representation of its contents: tomatoes and energy," says ACD Eric White. "Typically, 'energy' is represented in a lot of italicized bold caps, but we wanted to express it in a unique and relevant manner." Hence Mexican wrestling masks and what he calls "flipped lightning bolt exclamation points." Adds design director Oogie Lee, "We wanted the can to jump off the shelf from 10 feet away, yet we wanted the kind of detail that indicates a rich experience."