- Modelo is taking its two-year-old “Mark of a Fighter” campaign out of the ring to celebrate the triumphs people make every day as they go about their lives.
- The new campaign includes three new spots that showcase the catering crews that work behind the scenes at major life events, a young man who is around to help the neighborhood that raised him and a group of friends that restore their barrio’s old social club.
- The campaign, which includes a heavy sports media buy, also includes a partnership with DraftKings that will challenge fans to guess the number of baskets made during specific sets of games to win cash and prizes.
“The Mark of a Fighter campaign reaffirms Modelo as more than just a reward for life’s biggest victories—it’s a tribute to the grit and determination in every challenge we face along the way,” said Logan Jensen, vice president of brand marketing, Modelo, at Constellation Brands, in a statement provided to Brand Innovators. “This year, we’re amplifying these powerful stories of perseverance and pride with a significant increase in media investment, ensuring deeper connections with our consumers.”
The campaign includes three new spots. The first, “Cater Crew,” depicts a catering crew putting on “the biggest event of the year, every single weekend.” The crew is shown preparing meals, navigating crowds with trays full of Modelo, and seeing a happy couple off on their final toast at a wedding. A second spot, “Mijo,” shows a young man helping people in his neighborhood with everyday problems, like setting up an air conditioner, fixing a washer and pushing a truck. A third spot, “Social Club,” has three young people restoring a neighborhood social club to its former glory, ripping up carpeting, getting electrical wiring operating and setting up Modelo taps, to the delight of their older neighbors. Each spot begins with a voiceover proclaiming, “You’ve earned this,” and concluding with, “You are a fighter, and this is your reward.”
The campaign will run across linear television, digital TV, social, digital, radio, streaming audio and out-of-home. The media buy will also include heavy media investment in college basketball programming. The brand is increasing its investment by 48% year-over-year in March hoops with placements across all the games on CBS, TNT, TBS and TruTV. Modelo will also have placement during the championship game on April 7.
Finally, the brand is partnering with DraftKings to create a “Buckets for Bucks” Full Time Fan Challenge. The challenge will give DraftKings players twelve chances to guess the number of baskets scored during specific sets of games. One player will win $5,000 prizes in each round and all of those who enter will have a chance to win a grand prize that will grow by $10 with each basket scored.
