Modelo is one of the fastest-growing beers in the country, ranking No. 2 in dollar sales to Bud Light in 2022, according to IRI data, which tracks sales in stores. In shipments to wholesalers, Modelo ranked as the fourth largest brand in 2022, according to Beer Marketer’s Insights.
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Traditionally strong with Hispanic consumers in Western states, Modelo’s penetration and buy rate improved by double digits among non-Hispanic consumers last year, Gallagher said, noting that the fighting spirit message, which rung true with Hispanics in the U.S., “has resonated quite strongly across all consumer groups.”
Mindful of the brand’s success, Grey approached changing its advertising cautiously.
“The last campaign wasn’t broken … It was doing really, really well. So at first, we were like ‘let’s evolve it slightly because we don’t want to come out of the gate and change everything up when things were going so well,’” said Sara Worthington, executive creative director, Grey. “But as we did the research … we found that the culture had shifted since they launched it, significantly, in what people value.
“The things that we care about and we fight for have shifted over the last six years to be more emotional [and] meaningful … like time with family,” Worthington continued. “So we wanted to shift that conceptually to be focused on those types of rewards.”