Marketing Today With Alan Hart

Fabio Baracho, VP of Marketing, and Alejandro Gershberg, Marketing Director at Grupo Modelo, part of Anheuser-Busch InBev, the largest brewery in Mexico.In this episode, Alan, Fabio, and Alex discuss Grupo Modelo's response to the COVID-19 pandemic in Mexico. A huge part of this response was envisioning “The Match of the Ages” which occurred when the world felt most isolated and cultural gatherings came to a halt.Soccer is a Mexican cultural icon. Despite any division the country faces, soccer is the great unifier. But during the pandemic, all games were canceled for more than 60 days. As a way to reunite the country and give back to the people, Grupo Modelo created a brand new 90-minute soccer game from scratch with the country's two biggest rivals using 70 years' worth of historical footage.The game, which aired at zero cost on all major networks, became the highest earned media in the history of the brand. The initiative, El Classico de la Historia, became the first Mexican brand to win a Titan