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US: Crown Imports launches Hispanic campaign for Modelo Especial

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Crown Imports has followed the latest push for Grupo Modelo's Corona Extra beer brand in the US with a national multimedia advertising campaign for Modelo Especial in the country.

The campaign, created specifically for Hispanics in the US, consists of two 30-second TV ads, four 60-second radio spots, out-of-home executions and digital efforts that will be featured across major networks and markets. Crown has entitled the campaign 'Descubre lo Especial' ('Discover What’s Special').

The first TV spot, 'Quebradita' (which can be viewed below), will air nationally beginning this week on ESPN Deportes, Fox Deportes, Univision, Telefutura, Galavision, Azteca and Telemundo. The TV ads will be supported by radio spots and an out-of-home campaign - also launching on 25 April - in markets including Chicago, Dallas, Los Angeles and New York.

Also this week, Crown Imports, the US joint venture between Modelo and Constellation Brands, kicked off a Hispanic-targeted push for Modelo's Corona Extra brand in the US.


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