Modelo Especial launches new creative.

Modelo Especial will debut new creative as part of a two-pronged advertising campaign in 2009. The beer will look to build upon its growth in the general market with new :15 spots to support the beer’s first-ever online campaign, while new Spanish-language TV and radio spots will debut as part of the Hispanic campaign.

“Modelo Especial is a unique brand that, in a challenging economy, continues to generate double-digit growth,” said Paul Verdu, vice president of marketing for Crown Imports. “The loyal Hispanic consumers and new crossover into the general market present a great deal of opportunity for the brand to grow in 2009.”

The Hispanic marketing campaign includes two new television spots that will air on national network and cable Hispanic TV. An extension of a campaign launched last year, the new TV spots focus on the quality of the beer and its taste profile, two attributes that are very appealing to the Hispanic population. In each spot two characters with polarized points of view, such as baseball vs. soccer fans or Reggaeton vs. Norteno-style music, disagree on almost everything only to find out that they can’t argue about the quality of Modelo Especial. Modelo Especial will also air four radio spots in the top 20 Hispanic markets. The radio ads include the same type of humor and cultural nuances that characterize the TV campaign, positioning Modelo Especial as a quality beer that appeals to all Latinos. In addition to radio and TV, new out-of-home creative will be introduced this year which will also appear in the top 20 Hispanic markets.

Promotional support for the Hispanic campaign will focus on major holidays and interests of target consumers and will have both on-premise and off-premise extensions. Modelo Especial will execute Hispanic market promotions tied to Cinco de Mayo, Fiestas Patrias, Las Posadas, various soccer games and boxing. Hispanic model, actress and journalist Jellym Mejia will continue to serve as the Modelo Especial spokesmodel and the beer has signed on for a concert tour sponsorship with Banda Cuisillos, one
of the most awarded Mexican bands of the Regional Mexican music genre.