Situation: Soccer’s rise in the US accelerated by 2024, with brands fighting to lock down official sponsorships around every major moment. Modelo needed a path to stand out without relying on paid titles, asserting itself on its own terms as the category’s leading beer for Hispanic consumers while still driving awareness among the broader mass market.
The ask: Create a cohesive, long-term platform that unifies all of Modelo’s soccer efforts and positions the brand as THE cerveza of fútbol in America, fueling Latino fútbol culture in the US on and off the field and building a deeper connection with Hispanic consumers and beyond.
Insight: Only a Latino beer can understand the Latino feels that comes from fútbol.
Strategy: Modelo feels fútbol like a Hispanic fan
Creative Idea: Make Modelo drinkers in the USA, the ambassadors of fútbol in America.
