Targeting Youth – Grupo Modelo’s Troubling Marketing Push
Posted on January 20, 2025 in AB InBev, PromotionGrupo Modelo, part of AB InBev, is doubling down on its expansion strategy for 2025 with a focus on “megabrands” like Corona and “megaplatforms” that integrate “brand experiences” into entertainment content. This raises serious concerns about the alcohol giant’s role in promoting alcohol harm.
The company is choosing entertainment as a way to market their products, embedding alcohol branding into cultural and social experiences. This shift from traditional ads to “entertaining content” is particularly troubling when paired with the use of digital platforms to measure engagement and adapt campaigns in real time.
Digital platforms are widely used by younger demographics, including those under the legal drinking age. Despite claims of responsible advertising, …alcohol companies like Grupo Modelo benefit from the limited age-gating measures on these platforms, which often allow alcohol marketing to reach under-age audiences. This tactic is an attempt to normalize alcohol use among young adults, a demographic highly susceptible to targeted marketing.
The integration of alcohol branding into entertainment content is another concerning strategy. By embedding alcohol messages within entertainment experiences, they make their branding unavoidable.
Source:
https://www.milenio.com/negocios/modelo-redobla-apuesta-mega-plataformas-megabrands-2025