Constellation Brands

Ann Legan, Vice President, Brand Marketing, Modelo
Raul Ruiz, Director Brand Marketing, Modelo Especial
Angela McMahan, Brand Manager, Modelo Negra, Chelada & Innovation
Kristin DeGraff, Senior Manager, Consumer Insights

Ogilvy *Lead Agency

Antonis Kocheilas, Managing Director, Head of Planning
James Hidden, Managing Director
Monique Ozanne, Planner
Kyle McCarthy, Creative Director
Sam Spratlin, Creative Director
Joe Sciarrotta , Co-Chief Creative Officer

Horizon Media

Modelo has been successful by growing with core Hispanic consumers. However in 2016, we were approaching the end of that runway. To further grow, we needed to drive penetration with a new audience and not alienate our core Hispanic brand lovers. To do that, we identified a compelling, unifying and culturally relevant insight that grew the brand with new audiences while maintaining loyalty with Hispanic brand lovers. How? By proving that even in today’s divided America, it doesn’t matter where you come from, it matters what you’re made of.