Modelo Especial Launches New Creative in National Hispanic Campaign

Modelo Especial today announced new creative launching as part of the brand’s national multimedia advertising campaign “Descubre lo Especial” (“Discover What’s Especial”), created for Hispanics in the U.S.  The integrated and multi-platform campaign created by Modelo Especial’s Hispanic agency of record La Comunidad will launch on March 26.

The new campaign consists of two 30-second TV ads, various radio spots and out-of-home executions that will be featured across major networks and markets.

“This campaign taps into what’s worth discovering about Modelo Especial, and those who drink it,” said John Alvarado, senior director, brand marketing for Crown Imports, exclusive U.S. importer of Modelo Especial.  “The new creative is completely on target with our consumers and provides a platform from which to build on for years to come.”

All executions of the campaign play on the insight that the quality of Modelo Especial is something shared by those who drink it. The first TV spot in the campaign to launch, “Generoso” (“Generous”), introduces the protagonist, “Pepe,” and his friends who describe what a generous guy he is—whether he’s playing soccer, offering up his home, or interacting with strangers. Viewers understand that Pepe chooses Modelo Especial because it’s a high-quality beer that reflects who he is. 

The first TV spot will air nationally beginning the week of March 26 on Telemundo, Univision, Telefutura, Azteca, ESPN Deportes, Estrella, Fox Deportes, Galavision and Gol TV. The TV ads will be supported by radio spots and an out-of-home campaign.

Follow the link below to download the Modelo Especial Hispanic TV spot “Generous”:


About Crown Imports
Crown Imports LLC is a joint venture that imports, distributes and markets the Modelo portfolio and other fine beer brands across the entire U.S. The Modelo portfolio includes Corona Extra, the #1 imported beer in the U.S. and #5 beer overall, Corona Light, Modelo Especial, Negra Modelo, Pacifico and Victoria (select markets) beer brands. For more information, visit

Crown Imports is a 50-50 joint venture between Grupo Modelo, S.A. de C.V. (MX: GMODELOC), Mexico’s leading company in the brewing, distribution and sale of beer, and Constellation Brands, Inc. (NYSE: STZ), a leading international beverage alcohol producer, importer and marketer.

Media Contact: Bill Ligas, Crown Imports LLC- 312-873-9279