• by Steve Ellwanger , March 15, 2023

Modelo Especial beer is expanding its advertising creative beyond featuring celebrities and athletes in a campaign designed to resonate with everyday “fighters.”

Titled “Mark Of A Fighter,” four campaign commercials from Grey Worldwide feature a wide range of ethnicities as the Constellation Group beer brand seeks market share growth outside of its leadership position among Hispanic consumers.

All of the spots share the voiceover “You’ve earned this. So hold it up high” as people raise cans of Modelo Especial to celebrate various daily achievements.

In “Rock Band,” a music group juggles long nights of performing with stressful day jobs while driving gig to gig—some of which are devoid of fans.

“Bartender” shows the work required of one man to keep a hoard of bar patrons happy.

In this spot dubbed “Abuela,” a grandmother—"abuela" in Spanish—and her granddaughter work hard to keep traditions alive as they hand-prepare foods for a busy family gathering.

“Bodega” celebrates a “one-person operation” convenience store whose owner not only sells things but comforts customers in times of need.

For much of last year, Modelo Especial featured athletes and fans in its advertising.

“Mark Of A Fighter” reflects the changing consumer dynamics of what’s important today—the desire for more meaningful pursuits versus achieving status and fame, according to Modelo vice president of brand marketing Greg Gallagher.

“That means swapping well-known celebrities and athletes for more relatable characters that people could see themselves in and recognizing and rewarding the fights of consumers from all walks of life,” Gallagher tells Marketing Daily.

Modelo Especial will continue to develop advertising that align with the brand’s partnerships—which include being the official beer of the College Football Playoffs and the Gold Cup soccer competitions, Gallagher adds.