In $2015,$ Modelo was tasked with growing sales from $50$ million cases to $100$ million cases within five years. Imported from Tacuba, Mexico, the brand has a solid and loyal following of Hispanic beer drinkers. However, the brand needed a broader target market to achieve more than double sales growth. The brand aimed to grow by targeting a more general market around the idea that the product was associated with a $$fighting spirit.$$ In $2016$ the brand ran two campaigns, one directed at the general market and one at the Hispanic market.

Should the brand continue to develop separate campaigns for the Hispanic and the general market audiences? What are the advantages and disadvantages of doing so$?$

Given the test results in case Exhibits $5$ and $6,$ how should the brand proceed? Does the brand have a strategic challenge, a creative challenge or both? Should the brand make changes in the creative brief? If so$,$ where are the changes merited?

What implications does the rise of new entrants from Mexico have on Modelo$$s own brand and positioning?