the situation 

In 2019, Modelo was the #5 beer brand in America. To keep growing, we needed to satisfy diehard fans while attracting new drinkers. 

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the insight ​

Progress was seen as a privilege reserved for the few, but it's really earned through perseverance and grit. 

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the strategy 

Prove that it doesn't matter where you come from, it matters what you're made of. 

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the idea 

We showcased a diverse group of individuals and their stories of resilience and hard work, epitomizing the fighting spirit of Modelo. ​

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the results 

• Grew HHP and propelled Modelo into the #2 beer brand in the country.  

• https://vinepair.com/articles/rise-of-modelo/  

• https://www.chicagotribune.com/business/ct-biz-modelo-especial-growth-chicago-20190905-dq3xaw3npzdendkjsgtteyzvsy-story.html