Dos Equis: The Most Interesting Man in the World

Havas Worldwide New York

Advertiser: Heineken International
Brand: Dos Equis
Country: 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 beer category volumes were flat, and the category has been spending over $1BN a year promoting their brands2.

The campaign began regionally in Dos Equis' core markets and went national in 2009.