Dive Brief:

• Modelo launched the 2025 iteration of its “Mark of a Fighter” campaign Wednesday (March 5) with a focus on community strength and shared interests, per information shared with Marketing Dive.
• The campaign will appear across multiple channels, including social, connected TV, digital, radio, audio and out-of-home. The brand said it has increased its college basketball media investment by 48% year over year and will have placement in all March games on CBS, TNT, TBS and TruTV.
• Three new spots are aimed at both new consumers and the beer’s core Hispanic audience. Modelo also partnered with DraftKings for the “Buckets for Bucks” fan challenge and will give away exclusive merchandise along with a cash prize.

Dive Insight:

Modelo has experienced significant growth in recent years. In 2023, the brand knocked Anheuser-Busch InBev’s Bud Light off its throne for the title of best-selling beer in America. Modelo is looking to continue to drive that shift with the investment in its ongoing “Mark of a Fighter” campaign which was first launched in 2023.

The latest iteration puts an emphasis on both community heroes and college basketball in an effort to grab the attention of its core consumer base while expanding its brand appeal. New ads, extensive placement during college basketball games and a partnership with betting platform DraftKings serve as a robust structure for the campaign’s 2025 iteration. The campaign will include media placements in 67 college basketball games, including the April 7 championship.

At the core of the campaign are three new spots, “Cater Crew,” “Social Club” and “Mijo.” Each 30-second clip depicts people going above and beyond for their communities, such as pulling all-nighters as a catering crew, helping others or bringing people together, before bonding over a Modelo. Each video also uses the audio keys associated with previous iterations of the campaign, tying the 2025 campaign to previous versions. 

“For this year’s Mark of a Fighter spots we wanted to find fighters that would emotionally resonate with consumers. Characters like Mijo and the Catering Crew can be found in communities all across the country and Modelo could be the brand that not only makes them feel seen, but offers a reward for their fight, grit and determination,” said Sara Worthington and Armando Flores, executive creative directors, Grey New York, in a press statement.

Modelo's ad investment comes as the NCAA March Madness is set to begin. Modelo is not an official sponsor of the championship but could get a boost from the excitement the games usually generate. Teaming up with DraftKings gives consumers an additional incentive to tune into the games.

Modelo is an area of growth for its parent company, Constellation Brands, according to a January earnings call. During the call, company executives said they believe there is still opportunity to build awareness, household penetration and other key metrics for the Modelo brand. Constellation brands as a whole saw total fiscal Q3 2025 revenues of $2.46 billion, down 0.29% year-over-year.