Cerveza Modelo Uses the Actual size of Modelito to Launch its new Campaign

Jul. 29, 2026

Cerveza Modelo present Modelito, the latest innovation in its portfolio, with a campaign developed in partnership with the creative agency GUT Mexico City. The proposal is based on a simple idea: to show that, many times, it's the smallest things that can bring people back to the present and make everyday moments special.

The launch began with a takeover on Paseo de la Reforma that challenged one of the established rules of out of home advertising. Instead of enlarging the product to make it visible from a distance, the brand installed a billboard where Modelito appeared in its actual size, so small that passersby had to use binoculars to spot it. In this way, the execution turned the product's size into the trigger for the entire campaign.

Jose Mario Munoz ECD of GUT Mexico City said:

"Everyone expects the product to appear huge when it's launched. We saw an opportunity to do exactly the opposite. Sometimes, breaking the logic is the best way to get people's attention."

 

The activation marks the beginning of a communication platform that will continue to roll out across different media and formats. Starting with this first execution, the campaign invites Mexicans to come back down to earth when they find themselves distracted, reminding them that the most special moments are often right in front of them, and that it's worth taking a moment to return to the present and enjoy them.

Rodolfo Vargas, Premium Brands Director at Grupo Modelo said:

"At Cerveza Modelo, we believe the best moments aren't always the biggest ones. With Modelito, we want to remind people that every pause can become an extraordinary experience when it's accompanied by the quality that defines our brand. At Grupo Modelo, we understand that consumer preferences are constantly evolving, which is why we continue to expand our portfolio with innovations that respond to new consumption occasions, while always maintaining the standard of quality and character that distinguish our premium brands."

 

After a year of building a highly recognizable communication platform, the next step was to introduce a new format without losing what makes Modelo such an iconic brand. The challenge was to prove that a smaller bottle could have the same relevance and impact as the original.

The campaign finds an opportunity in everyday tension: we live such busy lives that we often let the moments that truly matter pass us by. Based on this insight, Modelito takes on a very clear role: becoming the small detail capable of bringing back to the present those whose minds are somewhere else. Under the concept "Modelito Makes It Special," the campaign develops a narrative in which the product's size ceases to be just a physical characteristic and becomes the reason why even the smallest moments take on greater meaning.