Modelo Especial Goes For Mainstream Audience With National Campaign
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Modelo Especial, which might be the quietest fast-growing beer brand in America, is about to make some ad noise. The Mexican import will soon break its first national English-language campaign as it seeks to grow beyond its loyal base of Hispanic drinkers.
The campaign, which includes two TV ads, is not flashy and continues a tagline the brand has had in place for a while that encourages consumers to “discover the Especial.” One TV spot (above) describes the brew as a “high-quality, honest beer,” while touting its clear bottle that “shows off its character.”
The goal is to introduce the brand to a wider audience. “It’s amazing how many general-market consumers aren’t even aware of Modelo Especial,” said Jim Sabia, chief marketing officer for the beer division at Constellation Brands, which owns Modelo, along with Corona, Negra Modelo and Pacifico. He said that 40% of consumers do not recognize Modelo even when its name is presented to them on a list with other beer brands.
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