New :15 spots will debut online using the "Let it Be Served" tagline first introduced in print ads last year. The print and online creative celebrate Modelo Especial's authentic Mexican heritage and premium positioning by featuring traditional Mayan foot soldiers whose proud role is to serve Modelo Especial to their Mayan King. Each character is animated to replicate Modelo Especial's trademark golden bottle foil.
The Hispanic marketing campaign includes two new television spots that will air on national network and cable Hispanic TV. An extension of a campaign launched last year, the new TV spots focus on the quality of the beer and its taste profile, two attributes that are very appealing to the Hispanic population. In each spot two characters with polarized points of view, such as baseball vs. soccer fans or Reggaeton vs. Norteno-style music, disagree on almost everything only to find out that they can't argue about the quality of Modelo Especial. Modelo Especial will also air four radio spots in the top 20 Hispanic markets.