Modelo: Finding a Fighting Spirit

In 2015, Modelo was tasked with growing sales from 50 million cases to 100 million cases within five years. Imported from Tacuba, Mexico, the brand had a solid and loyal following of Hispanic beer drinkers. To achieve more than double sales growth, however, the brand needed a broader target. The brand aimed to grow by targeting a more general market around the idea that the product was associated with a “fighting spirit.” In 2016 the brand ran two campaigns, one directed at the general market and one at the Hispanic market. The results were encouraging, but the brand felt it needed to dig deeper and find a more robust insight to achieve further growth.