Grupo Modelo
Category :
Art Direction
Agency :
draftLine MX
Date :
2023
Account :
Grupo Modelo
01 . The Challenge
Develop a visually striking promotional campaign that would encourage the purchase of returnable beer during the famous "January slope," positioning Grupo Modelo as an affordable option without sacrificing flavor, quality, or freshness.
January is a tough month for Mexicans. After the December holidays, the spending and financial hangover make any purchase harder to justify... even a beer.
02 . The Solution
I developed a series of key visuals with a colorful and popular graphic approach that connected with consumers emotionally and economically. Visual codes for sales, promotions, and retro design were used to evoke familiarity, freshness, and relatability. The "Refresca la cuesta" concept served as a creative umbrella to communicate key benefits such as a low price and generous size (1.2 L) for iconic brands: Corona Mega, Victoria, and Pacífico Ballena.
