The Mexican beer brand Modelo Especial is to be given its first general consumer advertising campaign in the US, Crown Imports has announced.

The creative, described by the importer as "eye-catching and stylish", focuses on the distinctive bottle and "unique look" of Modelo Especial, with the tagline "Let It Be Served".

"Modelo Especial continues to be extremely popular among the Hispanic audience, especially those of Mexican descent," said Paul Verdu, vice president of marketing at Crown Imports, the 50-50 joint venture between Mexican brewer Grupo Modelo and Constellation Brands. "But the general market has been discovering the brand in recent years and we've experienced an explosion of sales growth. This new, English-language campaign marks the growing presence and expansion of this brand."

Modelo Especial, one of the fastest-growing imported beers on the market, is projected to sell more than 22.5m cases in 2007, up 14.5% year-on-year, Crown noted yesterday (20 February). 

The campaign is scheduled to launch in the spring, with ads appearing in male-oriented print publications such as Men's Health, Esquire, Rolling Stone and Wired. In addition, the campaign will feature outdoor elements and 15-second online animations.