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Mexican beer brand Modelo launched its newest product with a gigantic crop formation that cleverly positions its key ingredient, barley, front and center.
The 50-meter-long artwork was carved into a field in Celaya, Guanajuato, Mexico. It depicts a bottle of Modelo Pura Malta, its newly launched product that’s made using barley harvested from that field, among others.
Created by agency Circus/MediaMonks, the stunt highlights the fact that Modelo Pura Malta was created using only domestically grown barley since local farmers ended up with a surplus after businesses were hit by the restrictions to slow the coronavirus pandemic.
“Due to the health emergency, many products from the Mexican fields were affected in 2020, and barley was one of them,” said César Alcántara, brand manager for Cerveza Modelo, in a statement.
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