Situation: Despite being on the market for years as a Mexican-inspired drink within the Modelo portfolio, Modelo Chelada faces significant challenges. General Market consumers largely remain unaware of what a Chelada is or why they should try it; less than a quarter of total beer drinkers have ever experienced one. Concurrently, our core Hispanic drinkers, while familiar with the traditional drink, express skepticism regarding the taste quality of canned cheladas.
The Ask: Our objective is to continue building awareness and understanding of Modelo Chelada across both Hispanic and General Market consumers, leveraging our established ‘Bring The Sabor’ creative platform.
Insight: People stick to familiar drinks for guaranteed satisfaction, often overlooking how a new, distinct option could deliver a surprisingly richer and more rewarding experience.
Strategy: Share the sabor of Modelo Chleada.
Creative: Bring the sabor.
