Bringing Drop Culture to the Beer Category

Brand

Modelo

Industries

Services

Creative & Content Activation & Amplification

Standing out in crowded cooler

Summer is a must-win season in the beverage world, making it a very crowded and highly competitive time of year. Major beer brands go big and broad with marketing campaigns, and now seltzer brands add to the noise.

Street mural promoting Modelo’s “Salud to Summer” campaign featuring bright graphics of Modelo beer bottles, a boombox, and summer-themed artwork.

Opportunity

Drop it like it’s hot

Even as one of the fastest-growing beer brands in the country, Modelo’s summer success hinged on breaking through the seasonal chatter. We had to deliver on cool all summer long with a compelling experience that tapped into fans’ unique passions and pursuits—in a way that only this iconic Mexican import could.

Collage of Modelo’s limited-edition product drops, including headphones, basketball, custom jacket, bike, and boombox, each labeled as “New Drop.”

Solution

Modelo x must-have collabs

Our #ModeloTime Drops campaign turned the high-energy excitement of drop culture into a summer-long experience. Every Friday, Modelo dropped exclusive and unique releases from influential brands in music, tech, fashion, and sports as a salud to summer. We created a microsite to tease weekly drops and partnered with media powerhouse Hypebeast to generate buzz all season long.

Close-up of a custom East Van Chopcycle bike with navy and gold detailing, photographed outdoors at dusk.

Detail shot of a navy and white sneaker with gold lion illustration and stitching inspired by Modelo branding.

Autographed basketball by Damian Lillard against a clear blue sky.

Black “Midnight Studios” bomber jacket decorated with embroidered cactus, guitar, snake, and heart motifs.

Modelo-branded portable boombox with gold and blue accents placed beside two cans of Modelo Especial against a bright blue wall.

Activation

Salud to Summer

To further spice up the campaign, we aligned Modelo with the cult following of Takis to launder a mutual affinity between the two brands and created a vending machine that dispensed both products in perfect partnership.

With the help of actor, comedian and former NFL player—the aptly named—Spice Adams, we helped create an experiential contest that rewarded the vending machine itself to the contestant who channeled their summertime self and chilled at the event the longest. When the sun finally set on “Salud to Summer,” Modelo fans were feeling more brand love than ever.