Modelo Especial, the popular Mexican beer brand, has surged to the top of the American beer market as the most-advertised beer on television. Its owner, Constellation Brands, has invested heavily in TV advertising, fueling the brand's newfound dominance in the US beer category. Modelo has surpassed major competitors like Bud Light and Corona to become the best-selling beer in the country by dollar sales, and a large portion of this success can be attributed to its massive advertising spend.

New data from measurement firm iSpot reveals that Modelo has spent approximately $65 million on TV ads as of July 2024, making it the largest buyer of TV ads in the beer sector this year. This follows a hefty $155 million spent in 2023, and the brand plans to increase this budget in 2024 to maintain its prominent position in the marketplace.

Rapid rise in TV ad spend and brand visibility

Modelo's success in advertising is particularly remarkable given its relatively recent entry into English-speaking TV ads. The brand aired its first English-language commercial only in 2015, but it has quickly become a dominant force in beer advertising. Within just nine years, Modelo has surpassed long-established brands in terms of ad budget and visibility, gaining a significant share of the market.

By contrast, TV ad spending in the beer category as a whole has declined by about 20% from 2019 to 2023, from $917 million to $734 million. Major competitors, including Budweiser and Bud Light, have scaled back their TV ad spending by 77% and 38%, respectively. This decrease in ad spend from established brands has created a window for Modelo to take advantage of increased exposure on TV, contributing to its rise in popularity.

Super Bowl success without advertising

Despite not purchasing advertising during this year's Super Bowl, Modelo experienced a substantial boost in sales, particularly in bars and restaurants. Data from hospitality platform Union shows that Modelo’s sales jumped 66% on Super Bowl Sunday compared to a typical day. This surge came even though Modelo chose not to invest in the high-profile NFL event, while its rivals—Bud Light, Budweiser, Coors, and Michelob Ultra—all bought advertising during the game.

Modelo’s success on Super Bowl Sunday is a testament to its growing visibility and strong consumer connection, even without the traditional big-game advertising push that other brands rely on.

‘Mark of a fighter’ campaign celebrates resilience

A key component of Modelo’s advertising success has been its "Mark of a fighter" campaign, which highlights the struggles and resilience of everyday people. The TV commercial, launched in March 2023, features three Hispanic women working together to modify a classic car. The campaign’s tagline, “Because it’s the things you make that show what you’re made of,” resonates with consumers who identify with hard work and determination.

The campaign, conceptualized by Grey New York, positions Modelo as the reward for those who live a fighter’s life, reflecting the adversity and challenges many people face. This powerful narrative has struck a chord with viewers and helped strengthen the brand’s image as a beer that celebrates hard work, perseverance, and authenticity.

The future of Modelo Especial’s advertising strategy

Modelo’s rise to the top of the TV advertising ranks is a clear example of how effective ad spending, targeted storytelling, and a focus on consumer values can drive brand success. With a growing marketing budget and continued investments in compelling, relatable campaigns, Modelo Especial is poised to remain a major player in the US beer market. As Constellation Brands continues to pour resources into the brand’s advertising strategy, Modelo’s visibility and popularity are set to expand even further in the coming years.