Heineken Dos Equis: Most interesting man in the world

With this campaign, Dos Equis was transformed from a little known Mexican beer into a distinctive premium brand.

Heineken Dos Equis: Most interesting man in the world

Euro RSCG New York

SUMMARY

Dos Equis tasked us with transforming a little known Mexican beer into a distinctive premium brand. What’s more, we were challenged with surpassing +14% volume growth in a declining category1. Our share of voice was relatively small compared to the more than 200 beer brands spending a combined $1billion+2 on advertising; clearly we were going to have to provide our fickle male audience with a reason to choose Dos Equis beyond its Mexican origin.

Looking at the broad swathe of beer commercials,...

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