Modelo's Cinco de Mayo Event Uses Education and Artisans to Tell a Story

As part of this weekend's Cinco de Mayo celebrations, Modelo is giving people a bit of a history lesson in addition to a party. Modelo is creating the brand's "Museum of Cinco" at the Placate Olvera Cinco de Mayo Festival in Los Angeles this Sunday, May 7, which will be a branded pop-up to educate visitors on the history of the celebration. It will feature collections of traditional clothing, pottery, and other crafts.

Modelo and Mexican Actor Jaime Camil Team Up to Inspire Fans to “Cinco Auténtico” with Virtual Modelo Mercado and “Museum of Cinco” in Los Angeles https://t.co/sEoYkMibWr @CervezaModeloMX @greygroup #MarComm #MarCommNews pic.twitter.com/NZsYHei8gr

— Marketing Comm News (@marcommnews) April 26, 2023

Now, this might not be the over-the-top branding experience of something like Wendy's "Rick and Morty" installation, or even what Cadbury had done in the U.K. But, what it does is loop in a traditional holiday, provide greater understanding for people beyond just an excuse to crack a few Mexican beers or pour margaritas, and associate the brand with the event.

And while a lot of the products that Modelo is selling, which are created by Mexican and Mexican American artisans, might not have the Modelo logo, they still factor into the overall theme of the event.

So, once a person is there, takin in the experience, maybe buying a few products, they're still going to notice the Modelo logo placed throughout on products and signage. And, while it's not the most overt display of branding, it's a way to implement the brand into a larger experience and create positive connection. Now, Modelo becomes a part of Cinco de Mayo.

“Cinco de Mayo is an important but often misunderstood holiday, so Modelo and I are helping fans celebrate authentically and gain a better understanding of the day’s roots,” said actor Jaime Camil, who partnered with Modelo for advertisements. “Los Angeles has ties to the beginning of Cinco de Mayo celebrations, so we’re elevating the city’s rich cultural history at the ‘Museum of Cinco’ and honoring artisans who beautifully showcase the vibrancy of Mexican heritage through their craft.”

“As a cerveza rooted in Mexican heritage, Modelo continues its ‘Cinco Auténtico’ campaign to encourage genuine cultural appreciation and understanding of Cinco de Mayo,” said Greg Gallagher, vice president of brand marketing for Modelo. “We’ve reunited with the Modelo Mercado merchants to not only amplify their goods online, but to bring them to the center of one of the biggest Cinco de Mayo celebrations – in an area with one of our largest fanbases – as part of our effort to offer consumers additional easy yet intentional ways to learn about and honor Mexican American culture.”

What this should teach distributors is that the answer isn't always a product alone. The experience, even if largely unbranded in terms of obvious logo visibility, is what people remember. If they can associate that good memory with the brand, that's all you need to do.