Dos Equis: The Most Interesting Man in the World

This case describes the 2012 campaign activity of Dos Equis, a formerly little-known Mexican beer that had been transformed over the previous five years into a distinctive premium brand in the US market.

Dos Equis: The Most Interesting Man in the World

Havas Worldwide New York

Advertiser: Heineken InternationalBrand: Dos EquisCountry: USA

Objectives

Taking the brand from obscurity to cult status

In 2007, Dos Equis was an obscure Mexican import beer, marketed in the American Southwest. It had little meaning or personality beyond its national origins, and was hovering in the high teens for awareness, even in core markets1.

Havas Worldwide NY was charged with improving the fortunes of the brand.

The business objective was to increase sales. This would require a special marketing effort, as...

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