Modelo, the Mexico-based brewer, is to debut the first of a two-part advertising campaign planned for its Especial beer brand.

The company will look to build upon the brand's growth in the general market with 15 spots to support the beer's first online campaign, while Spanish-language TV and radio spots will debut as part of the brand's Hispanic campaign, the company said today (1 June).

The 15 spots will debut online using the "Let it Be Served" tagline introduced in print ads last year. The print and online creatives are designed to celebrate Modelo Especial's Mexican heritage and so will feature "traditional Mayan foot soldiers whose role is to serve Modelo Especial to their Mayan King", the company said.

Banner ads promoting the creative will appear on www.wired.com and www.men.style.com. Print advertisements will also run in Details and Wired magazines.

"Modelo Especial is a unique brand that, in a challenging economy, continues to generate double-digit growth," said Paul Verdu, vice president of marketing for Crown Imports, a joint venture between Modelo and Constellation Brands that owns the licence to Modelo beer in the US.

"The loyal Hispanic consumers and new crossover into the general market present a great deal of opportunity for the brand to grow in 2009."

The Hispanic marketing campaign includes two television spots that will air on national network and cable Hispanic TV.

Modelo Especial will also air four radio spots in the top 20 Hispanic markets.