Situation: In 2024, Modelo had become the #1 Beer in America. But with competitors actively challenging our position, we needed to continue driving growth and defend our leadership by strengthening our brand equity.
The Ask: Evolve our successful "Mark of a Fighter" equity campaign to further increase consideration among the General Market while deepening loyalty and cultural connection within our Hispanic audience.
Insight: Rather than seeing Modelo as a prize for ‘making it’, our target reach for it to celebrate the pursuit of things that matter to them.
Strategy: Reward the fight for fulfillment.
Creative: Modelo. The mark of a fighter.
