In mid-March of 2020, COVID-19 upended the world, all while figuring out how to work remotely.

As the ad world churned out “in these troubling times” ads reminding everyone that we were “together apart”, we took a different path. 
How? By creating #CincUp… a socially-based campaign that brought consumers, Hollywood stars, musicians, and athletes together on Cinco de Mayo to toast our nation’s first responders. 
And what we did resulted in 236MM earned media impressions, and Modelo’s largest week of sales… ever, on a day in year's past when most Modelo drinkers would have been toasting at a bar.

We even scored an unpaid mention from Trevor Noah at the Daily Show as part of our launch.
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