• by Teresa Buyikian , Yesterday

Modelo’s new out-of-home ad effort celebrates the Hispanic community that helped make it the top-selling beer, by dollar sales, in America.

The “Thank You for 100 Years of Modelo” national campaign “honors the Hispanic community whose support, inspiration and cultural influence have built its legacy.”

“As Modelo celebrates its centennial, we're grateful to the millions of people who have made our journey possible,” says Logan Jensen, vice president of brand marketing for Modelo, in a release. “This milestone [is] a tribute to every person who has shared a Modelo in moments of celebration, perseverance, and connection. The Modelo story belongs to our fans, and we thank them for making our first century extraordinary.” 

Multiple activations are taking place in communities “where Modelo has deep cultural roots and large fan bases,” such as Dallas, Chicago, Houston, Los Angeles, New York City and Miami.

Outdoor ads reflect the campaign’s “thank you” message, in addition to similar ads via TV screens in neighborhood bars via Atmosphere TV. 

New York artist Snoeman, known for spray paint and mixed media paintings, was commissioned by Modelo to create a hand-painted mural in his own neighborhood of Bushwick, Brooklyn, to further honor the centennial.

The brand is also re-releasing its “1-in-6” packs, each of which feature one commemorative hand-painted bottle, to “recognize the contributions of the Hispanic community, which accounts for 1-in-6 Americans.” The packs, designed by Devon Rodriguez and Henry Beltran, feature the South Bronx in New York City and South Central Los Angeles. 

Modelo also participated in “Tales of the Cocktail” in New Orleans, where it reimagined the  Michelada as a featured "beertail." The brand will also hold an immersive experience at the Food Network New York City Wine & Food Festival Oct. 15-19.