CHICAGO, Oct. 26, 2022 – In a heartfelt initiative, Modelo®, the leading imported Mexican beer brand, has partnered with acclaimed Mexican American artist Mister Cartoon to honor Día de los Muertos. This year’s campaign, titled “Raise One In Their Honor,” invites consumers to commemorate their loved ones who have passed away through a unique digital experience.
Día de los Muertos, a cherished holiday for welcoming back the souls of deceased loved ones, involves creating vibrant home altars adorned with marigolds, decorative skulls, candles, and favorite foods and drinks of the departed. The “Raise One In Their Honor” campaign allows consumers to design shareable living altars, or ofrendas, online. Participants can submit their altars for a chance to win a custom tattoo of their loved one, designed by Mister Cartoon.

Greg Gallagher, Vice President of Brand Marketing at Modelo, expressed the brand’s commitment to celebrating Mexican culture through authentic experiences. “This Día de los Muertos, we encourage more people in the U.S. to engage with the holiday and honor their loved ones interactively. With Mister Cartoon’s assistance, we’ve created a digital space to share inspiring stories, ensuring that these cherished individuals are never forgotten.”

To participate, consumers aged 21 and older can visit raiseoneintheirhonor.com to create their digital altar. Entrants must include a photo and caption that best memorializes their loved one to be eligible for the tattoo contest. Mister Cartoon will review submissions alongside Modelo and select a winner for an exclusive two-hour tattoo session. Additionally, fans can add their personalized altars to a growing gallery on the contest website, celebrating the memories of their loved ones.

Mister Cartoon, who previously designed special Modelo cans for the 2021 Día de los Muertos campaign, emphasizes the significance of the day as one of celebration and respect for those who have passed. “It’s an honor to partner with Modelo again and bring these traditions to a broader audience,” he stated. “Creating a meaningful piece of Día de los Muertos art for a Modelo fan is truly special.”

For complete contest details and rules, visit raiseoneintheirhonor.com. No purchase is necessary to enter, and the contest is open to legal residents of the 50 U.S. states and D.C. who are 21 or older.

About Modelo®: Established in 1925 in Tacuba, Mexico, Modelo has been dedicated to crafting high-quality beer, including Modelo Especial®, Modelo Negra®, and a variety of Modelo Cheladas. Modelo Especial, a full-flavored Pilsner-style Lager, is the #1 imported beer in the U.S., having surpassed 150 million cases sold in 2021. The Modelo beer family is exclusively brewed and imported for the U.S. market by Constellation Brands.