Memories of when my family and I visited Mazatlan are peppered by recollections of my parents and other tourists having lime wedges inside the iconic, clear glass bottles of Corona.
When Americans think “Mexican Beer” they think of the iconic Corona commercials of people sitting on a white sandy beach and the sound of waves crashing against the shore – rarely is the ‘especial’ white logo plastered on Modelos more portly bottle. Reiterations of the Corona commercial have spanned years, and always use the tagline “find your beach” while Modelo’s presence in advertising was nearly nonexistent.
A surprise – Corona and Modelo are owned by the same company. Seriously. The brewery that brews the two is named “Grupo Modelo.” It’s shocking that Modelo doesn’t have a wide of reach as the Corona brand in the USA – you’d figure the two would be at least equally popular, especially considering all friends I’ve talked to with roots in Mexico actually prefer Modelo to Corona.
Modelo is clearly trying to reach out further to an American audience, and is doing so successfully, it seems. In Kristinas Monllos’ article Modelo’s Uplifting Homage to Rural Diversity Wins Adweek’s First Grand Arc Award, she talks about Modelo’s award-winning video campaign featuring the small town of Garden City, Kansas.
The campaign, called “Fighting for Better,” focuses on the city’s inclusive attitude towards the Hispanic communities that exist within it – whether it be through a street festival (where a woman by the name of Angelica Castillo Chapelle talks in a charming half-Kansan, half-Mexican twang), the local barber shop or through games of soccer. The different events and overlap between the different communities within Garden City paint a beautiful picture of middle America.
In my opinion, the campaign is augmented by rooting not the melting pot of American culture in coastal cities, but rather the campaign’s commitment to looking at middle America. With this case, there’s an inclusive look at minority communities – something typically focused, again, on the coast.
Modelo – in a sense – is branding itself to flyover America with “Fighting for the Better” – a tactic that makes a lot of sense in the current political/socio-economic climate. Much of the rural United States feels neglected in their problems (whether their woes are justified or not are meant for another discussion,) and thoughts.
It’s an expert move for Modelo to capitalize on this market by featuring them and their communities in a way that isn’t “fields of wheat and corn” – it shows vibrancy in their small towns, it shows diversity and it shows acceptance.
Modelo, with this series of videos, really seems to have a grasp on what Midwestern America seems to want – to look like the vibrant and diverse communities they’re growing to be. And maybe, next time I go on vacation, instead of a wedge being stuck into a Corona bottles neck, they’ll be a couple of shorter, dark-glass bottles in the mix.