MODELO
The curator of cool,
all summer long.
Opportunity
Even as one of the fastest-growing beer brands in the country, Modelo’s summer success hinged on breaking through the seasonal chatter. We had to deliver on cool all summer long with a compelling experience that tapped into fans’ unique passions and pursuits—in a way that only this iconic Mexican import could.
Situation
Summer is a must-win season in the beverage world, making it a very crowded and highly competitive time of year. Major beer brands go big and broad with marketing campaigns and now seltzer brands add to the noise.
We curated a series of limited-edition collabs to engage with Modelo’s diverse fans.
Our #ModeloTime Drops campaign turned the high-energy excitement of drop culture into a summer-long experience. Every Friday, Modelo dropped exclusive and unique releases from influential brands in music, tech, fashion, and sports as a salud to summer. We created a microsite to tease weekly drops and partnered with media powerhouse Hypebeast to generate buzz all season long.
