Announcing! Brandweek is headed to Phoenix, Arizona this September 23–26. Join us there to explore the future of marketing, discover cutting-edge strategies and network with the best in the business.
At their best, marketing campaigns define a brand, inspire consumers and, yes, sell things. But sometimes, they become so much more than that—like a reflection of who we really are, for better or worse.
The Mexican beer brand Modelo had dramatically grown its business in the U.S. over the last few decades and sought to drive brand awareness while telling the story of a community here that had come together despite its differences during a time of much-publicized racial and cultural division.