CLIENT
Constellation Brands
Ann Legan, Vice President, Brand Marketing, Modelo
Saúl Trejo, Brand Manager
Angela McMahan, Brand Manager
Seth Hayes, Director, Consumer Insights & Analytics
AGENCY
Ann Legan, Vice President, Brand Marketing, Modelo
Saúl Trejo, Brand Manager
Angela McMahan, Brand Manager
Seth Hayes, Director, Consumer Insights & Analytics
Horizon Media
Piper Dolan, Co-Head of Strategy, Chicago
James Hidden, Managing Director
Sara Whelchel, Senior Strategist
Abby Inman, Account Supervisor
Patrick Burke, Group Creative Director
Chris Carraway, Group Creative Director
SUMMARY
Moving into Year 2 of the Fighting Spirit campaign, the beer category was declining, while competition within Mexican imports was hot. To win, Modelo had to acquire new General Market drinkers, not just maintain its Hispanic core. How? By stepping outside its comfort zone and introducing a more inclusive Fighting Spirit through new stories and a UFC partnership. In response, Modelo made history as the second Mexican important brand to meet and exceed the pinnacle 100M cases mark, and surpassed brand awareness and favorability benchmarks with continued growth into 2018.
