Modelo Creates Branded Crop Circle to Promote Its Newest Beer

The Mexican brewer commissioned a 50-meter-long artwork in a local barley field

Modelo Pura Malta is made with barley purchased from Mexican farmers Modelo / Circus/MediaMonks

Mexican beer brand Modelo launched its newest product with a gigantic crop formation that cleverly positions its key ingredient, barley, front and center.

@saramayspary sara.spary@adweek.com Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.