Constellation Brands

Ann Legan, Vice President Brand Marketing Modelo
Raul Ruiz, Sr. Brand Manager, Modelo Especial
Kristin DeGraff, Senior Manager, Consumer Insights

Ogilvy & Mather *Lead Agency

Joe Sciarrotta, Chief Creative Officer, Managing Director
Antonis Kocheilas, Managing Director, Head of Planning
James Hidden, Executive Group Director
Mack Reynolds, Executive Group Planning Director
Kyle McCarthy, Partner/Group Creative Director
Sam Spratlin, Creative Director
Monique Ozanne, Planner

Horizon Media

Upshot Agency

In 2015 Modelo had become the number two import in the country driven by its Mexican heritage, which was also the problem. While it had a strong Hispanic consumer base, further growth meant broadening the brand to a wider audience. So how do you grow without changing who you are and alienating your core drinkers to reach a new audience? You leverage Modelo's hard-working, blue-collar DNA to unite drinkers around the belief that the most rewarding pursuits require “the fighting spirit”.