Modelo: Cinco Auténtico

THE PROBLEM:

Americans love celebrating Cinco de Mayo (more beer is sold on May 5th than during the Super Bowl or St. Patrick’s day).

Unfortunately, far too many Americans turn to big-box party stores to buy mass-produced Cinco de Mayo party supplies that range from inauthentically tacky to stereotypically offensive.

OUR SOLUTION:

Let’s bring some authenticity back into the holiday by celebrating Mexican artisans who create traditional, handmade Cinco de Mayo party supplies and encouraging people to support their favorite Mexican restaurants.

Let’s Cinco Auténtico.

Phase One: The Modelo Mercado

We turned Modelo’s Instagram account into a shoppable “Mercado” where viewers can support talented Mexican artisans by purchasing their authentic, handcrafted party supplies.

We sourced all the featured products from Mexican-American-owned small businesses that import authentic handmade crafts from artisans throughout Mexico. We then used Modelo’s media budget to promote our partners’ websites and Etsy shops so viewers could purchase these beautiful creations directly from the vendors.

We also used their amazing party supplies to create all the social content for this campaign.

PHASE TWO: GIVE CINCO STARS

INSIGHT:

Studies show that every extra half-star rating a restaurant earns on their online Google/Yelp reviews results in a 10% increase in revenues.

IDEA:

Encourage people to give their favorite Mexican restaurants a “Cinco Star Review” on Cinco de Mayo.