Modelo’s One in 6Pack
Now Modelo Especial is the top-selling beer brand in the US, they are in the unique position to reach an even broader audience with
“Mark Of A Fighter”.A platform that heroes the real stories of individuals overcoming adversity with remarkable resilience.
Modelo’s One in 6pack campaign uses their 6 pack of beers to highlight the statistic that 1 in 6 people in the US are Hispanic; individuals who have a long history of contributing greatly to American culture and are still fighting for recognition.
We celebrated this during Hispanic Heritage Month, collaborating with Mexican-American artist Sentrock, to create a one-of-a-kind 6Pack for auction on ebay; a Modelo 6 pack with one of the 6 bottles painted with motifs representing the contributions of Hispanic Americans.
To drive bids, we leveraged a powerful trifecta of paid and organic posts from Modelo, Sentrock, and UnidosUS—the benefiting charity. 100% of the proceeds supported UnidosUS in uplifting the Hispanic community.
Leveraging Modelo’s existing street aesthetic we drew inspiration from the style and energy of sneaker drop culture to create a social video rollout that drove excitement and desirability.
Winning Bidder
Ebay Auction
Product Drop Teaser