Modelo Beer with Piper Dolan of Ogilvy, Chicago
How this hispanic beer drinkers brand, that celebrated working-class values, expanded into the U.S. general market during a time of unprecedented divisiveness.
See the strategy summary below in the Get/To/By creative brief format. This is not the actual brief, but my interpretation based on what was learned from the interview.
Listen to the episode here:
The creative work
The Tullamore Dew Commercial (referenced in the interview)
Strategy Summary in the Get/To/By format
INSIGHT
The general market is no longer general. It reflects the changing face of America.
GET:
General market beer drinkers who actively embrace cultural inclusion
TO:
See Modelo as reflecting the most diverse generation in American history
BY:
Showing that even in today’s divided America, it doesn’t matter where you come from, it matters what you’re made of.