In 2024, Modelo wanted to defend and grow Modelo Especial’s #1 brand position among multicultural Hispanics (21+). The goal was to reach “Determined Optimists” across the U.S. with their “Mark of a Fighter” messaging, honoring aspirational personalities in the Hispanic community.
It was a great opportunity to merge this mission with Modelo’s, creating space for the stories of Latino artists we admire while connecting their authenticity to the brand in an impactful way.
FIFA’s vision is clear make football truly global. To do this FIFA must ensure that every action reinforces the vision and serves as a catalyst for change. This is not the beginning of FIFA’s sustainability story, but it’s time to accelerate to ensure cultural relevancy, authenticity, and to mitigate risk. A risk not only to global football, but also to FIFA.
This is an opportunity to take the FIFA climate strategy pillars from words to action and lead the way in sustainable activation.
