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SXSW Interactive 2016

How a Mexican Beer Courted the “Mercado General"

Marketing to a Latino audience can be a challenge for even the biggest brands. But what happens when you’ve got the opposite situation? Modelo Especial is a beer brand experiencing unprecedented growth in the US largely thanks to the growing Hispanic demographic. But how do you encourage General Market drinkers to try a Mexican beer that’s actually been around for 90 years. And as a brand, how do you live in two worlds; maintain your authenticity and existing consumer base while courting an entirely new category of beer drinkers? Join Constellation Brands and Ogilvy & Mather as we talk about how we made the Modelo Especial story “special”, not schizophrenic.

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  1. What do you see as the future of a "Total Market" approach to building brands in the new America?
  2. What are the pitfalls or commonly made mistakes by brands trying to crack a Total Market approach?
  3. What are the challenges of creating different advertising campaigns that talks to different audiences but might be seen by both audiences?


  • Raul Ruiz, Senior Brand Manager, Modelo Especial, Constellation Brands
  • Liz Taylor, Executive Creative Director - Digital/Social - NA, Ogilvy
  • James Hidden, Exec Group Director, Ogilvy
  • Chase Turner, Creative Strategist, Tumblr


James Hidden, Exec Group Dir, Ogilvy

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