Cinco Auténtico

Agency: Grey New York


As the beer born in Mexico nearly 100 years ago, Modelo is bringing back its “Cinco Auténtico™” campaign to spotlight Mexican traditions, artistry and culture, and help fans authentically celebrate Cinco de Mayo. Fans can “Cinco Auténtico” with the return of the Modelo Mercado, a limited-time online marketplace filled with authentic Mexican products made by Mexican and Mexican American artisans. New this year, the Modelo Mercado will come to life at the brand’s first “Museum of Cinco” at the Placita Olvera Cinco de Mayo Festival in Los Angeles on May 7. The educational and engaging pop-up will highlight the history of the holiday and feature a collection of decor, traditional clothing, pottery, and other crafts, curated by Mexican actor, producer and TV personality, Jaime Camil.

As this year marks the 160th anniversary of Cinco de Mayo celebrations in the U.S.1, Modelo aims to honor the tenacious and bold story of the holiday at the thriving Los Angeles street festival that brings together some of the best aspects of Mexican American culture. The “Museum of Cinco” will display unique creations from the Modelo Mercado artisans and provide historical and cultural context on the holiday to enhance fans’ Cinco de Mayo celebrations through acknowledgment of the day’s history.

“Cinco de Mayo is an important but often misunderstood holiday, so Modelo and I are helping fans celebrate authentically and gain a better understanding of the day’s roots,” said Camil. “Los Angeles has ties to the beginning of Cinco de Mayo celebrations, so we’re elevating the city’s rich cultural history at the ‘Museum of Cinco’ and honoring artisans who beautifully showcase the vibrancy of Mexican heritage through their craft.”

Fans 21+ can visit the interactive, educational pop-up on historic Olvera Street in Los Angeles on May 7 from 12 – 6 p.m. PDT. For more information on the festival, visit

Fans outside Los Angeles can “Cinco Auténtico” and purchase hand-crafted goods for Cinco de Mayo celebrations by visiting the Modelo Mercado vendors’ websites through the Modelo Instagram page today through May 7. The limited-time online platform features six Mexican American small businesses from around the country who embody the Mark of a Fighter and honor Mexican American culture through the items they create and sell.

This professional campaign titled 'Cinco Auténtico' was published in United States in April, 2023. It was created for the brand: Modelo, by ad agency: Grey New York. This Integrated medium campaign is related to the Alcoholic Drinks industry and contains 1 media asset. It was submitted about 1 year ago.


Greg Gallagher: VP, Brand Marketing
Logan Jensen: Senior Director, Brand Marketing
Rachel Markowitz: Brand Manager
Cecilia Villarreal: Brand Manager
Schaefer Thelen: Associate Brand Manager
Erin Yazgan: Senior Manager, Consumer Strategy & Insights

Thiago Cruz: Chief Creative Officer, Grey NY
Sara Worthington: Executive Creative Director
Armando Flores: Executive Creative Director
Alvaro Soto: Creative Director
Madeline DeWree: Creative Director
Vail Prior: Art Director
Jonathan Friedman: Copywriter
Margarita Castro: Project Manager

Elizabeth Gilchrist: EVP/Account Director
Carly Spellman: Account Supervisor
Rachel Clark: Assistant Account Executive

James McPherson: Chief Production Officer
Jona Suarez: Executive Producer
Nicole Hornbeck: Integrated Producer
Stephen Bernstein: SVP, Head of Business Affairs
Angelique Vargas: Senior Business Manager
Beliansh Assefa: Associate Music Producer

Justine Feron: Head of Brand Strategy
Nicolas Pilaprat: Strategy Director
Will Leonard: Strategy Director, Data
Jenna Choi: Senior Planner
Sophia Bragaglia: Data Strategist

Chelsea Sugai: Group Strategy Director, Social & Connections
Kendall Pennington: Community Manger

Directors: Sangre
Production Company: The Maestros
Editorial: Cosmo Street Editorial
VFX: The End FX
VFX: Wawin Arriagada
Audio: Gramercy Park Studios
Music: Pickle Music

Kal Swan: Product Specialist
Barry Conner: Product Specialist


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