Tuesday, May 5, 2009

Modelo Especial to Debut New General Market and Hispanic Ad Campaigns

CHICAGO, May 4 /PRNewswire/ -- After posting double-digit growth rates last year, Modelo Especial, the rich, full-flavored pilsner-style beer and No. 3 imported beer in the U.S., will debut new creative as part of a two-pronged advertising campaign in 2009. The beer will look to build upon its growth in the general market with new :15 spots to support the beer's first-ever online campaign, while new Spanish-language TV and radio spots will debut as part of the Hispanic campaign.

The beer has followed a unique pattern of establishing significant popularity in the Hispanic market before expanding to a mainstream audience. To generate additional cross-over growth, Modelo Especial launched its first-ever English language campaign in 2008 and will once again execute Hispanic and General Market campaigns in 2009. The expansion of Modelo Especial draft beer will also be key in increasing the beer's popularity in the General Market.

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