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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.
