Montejo
SCOPE OF WORK
Relaunching a major beer brand may seem like a daunting process. We knew Montejo has over 100 years of history brewing an authentic golden lager in Mexico. Now owned by Anheuser-Busch, the brand would move from Mexico to California. How would this move affect existing consumers? How will its new region accept another Mexican-beer brand? These are the important questions we would need to answer.
The brand story and launch concepts
We know that there are many options for beer, and every company has fixated on why theirs is the best. Some would say theirs is the coldest, theirs is the healthiest, or theirs should be enjoyed on the beach. Montejo doesn’t care about any of that–Montejo aligns with those who don’t follow the crowd, encourages its consumers to be independent and true to their self. Montejo is the beer for those who think of themselves as independent and rebellious or would like to.
Brand Website
The Creative Bar designed a bold, award-winning website for Montejo, embodying the brand’s rebellious spirit and tagline, “Defy the Ordinary.” Featuring striking visuals, an interactive beer finder, and immersive storytelling, the site seamlessly highlights Montejo’s Mexican heritage and California roots. Its innovative design earned both a Hermes Creative Award and a Muse Creative Award, cementing its place as a standout in digital branding.
Social Media
The Creative Bar managed Montejo’s social media presence across Facebook, Instagram, YouTube, and Twitter (X), creating a cohesive brand voice that resonated with its audience. From developing all content to running successful campaigns, contests, and collaborations, every effort was designed to build engagement and foster brand loyalty. Highlights included interactive contests that connected with fans, influencer collaborations that expanded reach, and vibrant, on-brand visuals that captured Montejo’s essence. By consistently delivering high-quality content and adapting to platform trends, The Creative Bar ensured Montejo’s social channels became a powerful extension of its identity and marketing strategy.
Culture is Power
The Creative Bar developed and produced Montejo’s groundbreaking “Culture is Power” campaign, celebrating authentic artistry and innovation rooted in cultural identity. From concept to execution, The Creative Bar filmed and produced all the content, creating a visually stunning series that spotlighted artists, musicians, and innovators deeply influenced by their heritage. Led by Sebas Robles, the campaign took audiences on an inspiring journey to explore these cultural icons, blending compelling storytelling with Montejo’s bold brand ethos.
After Hours
With Cypress HIll
The Creative Bar brought the vision for Montejo’s “After Hours” series featuring Cypress Hill to life, delivering a multi-award-winning production under extraordinary circumstances. Written, produced, and filmed in just two weeks, the six-episode series showcased raw, no-holds-barred conversations with artists like Swae Lee, Chika, Estevan Oriol, and Mayhem Lauren. Due to a COVID-19 lockdown, all six episodes were filmed in a single day under strict safety protocols, demonstrating The Creative Bar’s adaptability and dedication. With its gritty storytelling and intimate setting, “After Hours” captured the unfiltered essence of these industry icons, solidifying Montejo’s reputation for authentic and groundbreaking content.
