Grupo Modelo, a leader in the Mexican beer industry, recognized not only for its legacy in beer production, but also for its commitment to innovation and social responsibility during the COVID-19 pandemic, demonstrated its leadership by adapting its operations and implementing initiatives that benefit society, the industry and its stakeholders.
Due to the COVID-19 health crisis, the brewing industry ceased to be a priority activity for the country. Grupo Modelo, as a leader in the sector, transformed its activities to respond positively to the situation.
Accompany Grupo Modelo in its transformation to face the pandemic, amplifying its efforts and positioning it not only as a leader in the brewing industry, but also as a responsible company that responds proactively to the needs of society in times of crisis. It was essential to highlight social responsibility initiatives and generate an emotional connection with consumers and strategic allies.
Grupo Modelo carried out a series of 34 initiatives in the first 100 days of the pandemic, focused on supporting the health sector, vulnerable communities and the country’s economy. These actions included the production of antibacterial gel with the alcohol left over from the brewing process, the donation of medical and hospital supplies, and the creation of a support platform for strategic partners ranging from farmers to restaurants. Through an earned media approach, these initiatives were amplified through traditional media and social networks, positioning the company’s spokespersons as leaders committed to social welfare; challenging traditional formats and carrying out digital activities that allowed building towards the same objective.
The #PorNuestroMéxico campaign not only helped to reinforce Grupo Modelo’s image as a responsible and caring company, but also achieved a significant increase in the brand’s media visibility, with extensive coverage in the media and social networks. The initiatives had a positive impact on the perception of the brand, consolidating its reputation as a company close to the needs of society and generating a lasting emotional bond with consumers and stakeholders.
+34
Initiatives in 100 days
+870M
Impacts
+100M
AdValue
+1,500
Publications