Modelo Fútbol

Modelo Fútbol

Art Direction•Packaging Design•Retail Tool Design•Microsite Design

Creative Direction: Don Dunn and Caroline Merten•Copywriting: Félix Rodríguez Gutiérrez

In anticipation of the 2026 World Cup, Modelo was looking to show up in a big way. We wanted to find a way to combine the grit and legacy of the Modelo brand with the fun, celebration, and international appeal of the World Cup. In collaboration with our partner agencies, we developed a look for Modelo’s fútbol program that would extend across channels. Ultimately, we developed limited-edition packaging featuring a special, one-of-a-kind ball that was created to represent the teams participating in the cup, we designed a consumer promotion featuring special offers and merch to incentivize our consumers, and we executed through a microsite and a suite of tools that drinkers could engage with– both in stores and on premise.