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Modelo

“The Mark of a Fighter” is a media campaign by Modelo beer that recognizes people who overcome challenges and adversity. The campaign highlights the importance of meaningful pursuits that bring happiness, rather than fame and status. 

What the campaign is about 

  • The campaign is a reflection of changing consumer values and the desire for more meaningful pursuits.
  • It recognizes the struggles faced by people from all walks of life.
  • It connects people to their community, friends, and family.
  • It portrays Modelo as a reward for those who live a life of fighting.

How the campaign is presented

  • The campaign features TV spots that tell stories of people who embody the “mark of a fighter”. 
  • The spots include stories of truck drivers, bartenders, and grandmas. 

The Australian equivalent would be VB’s “hard earned thirst” campaign. It features blokes working and then drinking beer.

We’d now call that “the mark of toxic masculinity”.