Cerveza Modelo rescues Mexicans on the Moon

Cerveza Modelo’s new campaign transforms a cultural insight: “are you over the moon?”
into a powerful reminder: when you’re over the moon, the taste of Modelo brings you back to the present, to enjoy what’s special.

From the popular saying to an integral creative concept

Thousands of Mexicans are trapped “on the moon,” disconnected from what makes each moment special.
To the rescue comes Cerveza Modelo’s new Integral Creative Concept (CCI), which turns this metaphor
into an invitation to live in the present and enjoy the extraordinary in the everyday.

A campaign that lands in the present

The video under the idea “Modelo makes it special” shows how people get lost in the routine,
as if they were physically on the moon, until Modelo appears to bring them back.
With evocative images and a premium tone, the narrative turns the brand into an anchor that transforms the everyday into something special.

“Every moment has the potential to be special, and at Cerveza Modelo we know that happens when you allow yourself to be present.
From the sparkle of its Golden Foil to its unique taste, every detail is designed to invite you to stop and celebrate what really matters.”

– Mariana Cuellar, Premium Brands Director, Grupo Modelo

Leadership and brand growth

As part of this leadership, Cerveza Modelo presents its new CCI to reinforce its position as the #1 premium beer in Mexico.
The brand has grown 34% in value, reaching US$7.1 billion
according to the Brand Finance Mexico 50 (2025) ranking.

This growth reflects an authentic connection with consumers who value details,
traditions and the ability to make every moment special.

A legacy that reinvents itself

Since 1925, Cerveza Modelo has set standards in the premium category.
Today it reinforces its positioning with a fresh and close message, especially on digital platforms,
reaffirming its commitment that “only when you allow yourself to be in the present, the special happens”.