Campaign details

Brand: Modelo
Advertiser: Constellation Brands
Agency: Ogilvy

Effie Awards Category Context

Modelo has been successful by growing with core Hispanic consumers. However in 2016, we were approaching the end of that runway. To further grow, we needed to drive penetration with a new audience and not alienate our core Hispanic brand lovers. To do that, we identified a compelling, unifying and culturally relevant insight that grew the brand with new audiences while maintaining loyalty with Hispanic brand lovers. How? By proving that even in today's divided America, it doesn't matter where you come from, it matters what you're made of.

State of the Marketplace & Brand's Business

Americans are drinking less alcohol – not good news for a beer maker. Less alcohol was consumed in 2016 than the previous year, with volume slipping by 3.5 million nine-liter cases to 3.39 billion nine-liter cases.[1] It was the first annual decline since 2011 and only the third year the category posted a drop over the past decade.[2]