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News Briefs for March 9, 2015

March 9, 2015

•Constellation Brands is rolling out its first national English-language campaign supporting Mexican import Modelo Especial as a move to target consumers outside the brand’s traditional Hispanic base, Ad Age reports. The campaign includes two TV ads that feature the continued tagline “Discover the Especial.” The company says Hispanic consumers are responsible for 60% of its sales volume, but as Constellation expands the brand’s distribution it has moved further into the mainstream, with the Hispanic demographic accounting for 80% of its volume five years ago. Late last year, the company moved creative advertising to WPP’s Ogilvy & Mather, Chicago from Omnicom’s Goodby Silverstein & Partners. Modelo Especial reached 61 million 2.25-gallon depletions in the U.S. last year on 19% growth, according to Impact Databank.

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