The Mexican beer brand Cerveza Indio decided last year that it needed an image makeover. So it threw its support behind some unlikely candidates for a corporate endorsement: the anti-establishment rock band Molotov, the rock-electronica indie group Kinky and the rock-ska act Panteón Rococó.

Armed with the slogan "La Cosa Es Buscarle" (The Thing Is to Find a Way), Cerveza Indio featured the acts (as well as actors) on billboards, in print ads and in a series of TV spots discussing their search for creative inspiration. Now, the campaign is expanding to concerts, with the Forza Fogoza festival set for May 9 at Querétaro's 10,000-capacity Casino Leonístico. Molotov, Kinky, Los Amigos Invisibles, Sussie 4 and other alternative bands will play the show, whose co-sponsors include Mentos, Ray-Ban, Pepsi and Electropura water. (Panteón Rococó is on a U.S. tour.)

Prior to its high-profile rock campaign, Cerveza Indio employed more discreet branding tools like...

Click here for the full story including how Cerveza used music to connect with consumers, how the exposure helped Kinky and more.