Modelo Especial


Context: Despite growing 33% since 2010, in 2014, 40%  of Hispanics still didn’t know the Modelo Especial brand.

Insight/Idea: But we learned that our key audience shares core values with brand itself, so we brought loyalty, honor, and guts to the beer category.  

Results: By the end of the year had passed Heineken to become the #2 import in America.