Dos Equis: The Most Interesting Man in the World

Mexican beer brand Dos Equis' campaign The Most Interesting Man in the World spanned nine years and helped the brand evolve from little-known to distinctive and premium in the US.

Campaign details

Brand: Dos EquisAgency: Havas Worldwide New YorkCountry: USA

Executive summary

In 2007, the world of beer marketing was a tightly sealed vault, occupied by the big brands with big media budgets. Dos Equis was an unknown brand that ripped the vault wide open with a campaign that immediately turned the industry upside down. And consumers took notice as the business quadrupled with 25 million cases sold in 2015 (compared to 8.7 million in 2007). As one of top 5% of the most enjoyable ads in history per Millward Brown, The Most Interesting Man (MIM)...

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