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Modelo "felt the pressure" over the past year as the brand's core Hispanic consumer was "hit harder than most," veep of brand mktg Logan Jensen acknowledged at the outset of her presentation at GNS yesterday. But rather than looking to hold its ground, the industry's top brand by $$ is "playing to win it back and then some," investing at levels "worthy of the #1 brand" to unlock "the full power of Casa Modelo." Modelo will deploy its "strongest" media plan to date, anchored by continued investment in college football, its largest-ever investment in college basketball (with tv commercials to run during every March Madness game), 3x local media investment in must-win cities, plus a big World Cup marketing push. Modelo still lags Bud Light's brand awareness by 10 pts and remains #2 by $$ in the grocery channel, lagging its largest domestic competitors with nearly 17% fewer points of distribution, Mallika shared.Closing that gap starts with the evolution of the brand's Mark of a Fighter campaign. Consumers "need to see themselves" in the creative, said Logan. So rather than focusing on one hero per story, evolved campaign spotlights many in the grind of their everyday lives. Modelo will launch 3 new TVCs, including Hustles, Pursuits and Milestones, as well as short form social media vids ranking Modelo moments that consumers enjoy most (such as the "finally clocked out" Modelo). These vignettes are designed to make it feel "more authentic," noted Logan, playing up the idea that beer tastes better when you've earned it.Already "Bigger than" High Noon and Truly, This Yr Marks Pivotal Point for Modelo Cheladas Co also will look to expand its flavor "powerhouse" in Modelo Cheladas, already among the largest brands in the flavor category at ~22 mil cases, "bigger than major brands like High Noon and Truly and continuing to gain share," Logan highlighted. After taking a backward step last yr, the brand is at a "pivotal moment" not just for performance but for "what it can become," with potential to be a "true power brand," she underscored. Co seeks to unlock new growth lanes with both non-alc and high-ABV offerings as well as yr-round media.Oro Sourcing "More Than" Fair Share from Ultra, But Still Early Days Elsewhere in Casa Modelo, co's looking to build on "what's next" with Oro and Aguas Frescas. Oro continues to grow at new price point and is sourcing "more than our fair share" of volume from Michelob Ultra, according to Logan. But while early results are encouraging, there's "more work to be done," prioritizing sampling and targeted media to drive demand.Spiked Aguas Frescas Revamp; Increased Support and Longer Window for Noche Especial Spiked Aguas Frescas will refocus strategy by narrowing scope to consumers who intuitively understand the product: bicultural Mexican Hispanics who already know what Aguas Frescas are. So STZ will concentrate efforts in mkts where that consumer is "most present" (CA, NV, AZ, NM, TX, Chicago), "strengthening" proposition with a refreshed multipack, clearer comms around no bubbles benefit and a slightly revamped flavor lineup. With pillars in place, Logan believes Oro can "become a meaningful growth engine" and sees path for Aguas Frescas to be "a real contributor" too as a "highly incremental" offering. And after a solid intro last yr, Modelo Noche Especial will return in 2026 around holiday time with increased support and a longer selling window.

Modelo "Playing to Win" with "Strongest" Media Plan to Date; Investing at Levels "Worthy of" #1 Brand

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