One of the first and best Mexican beers was widely unknown to US Hispanics, with only one in four of them being familiar with Modelo Especial.

Modelo is truly a cerveza especial, as it is nearly universally loved by anyone who tried it. Once someone had it, turning them into evangelists was easy, we just had to get blue collar Hispanics to try it once — a tall order for a group that were real creatures of habit.

We mined the quiet confidence of our target by positioning Modelo Especial as a special beer for them. Everyone has a special talent, which gives them a quiet confidence. Modelo is a beer brewed for them, and they need to discover it — just like people need to discover them,

The "Descubre lo Especial" campaign was a massive success, driving trial and loyalty. Within a two years, both awareness and loyalty had skyrocketed and today, Modelo is the #1 imported beer in the USA.