1
BRAND BUILDING
Mexican Magic
Dos Equis
Combining the ingenuity of a German immigrant and the spirit of
Aztec traditions, Dos Equis was first brewed in Monterrey, Mexico,
to commemorate the arrival of the 20th century. In 2003, the
brand began a distribution and marketing alliance with HEINEKEN
in the US and sales increased rapidly with the launch of its famous
'Most Interesting Man' campaign in 2006. Since acquiring full
ownership of the brand in 2010, HEINEKEN has consistently seen
double-digit sales growth in the US.
Keeping the interest
up: investment in 'The
Most Interesting Man'
campaign will continue
Dos Equis Lager Especial
is a pilsner-style beer
with a fresh aroma and
a smooth, full-bodied taste. It perfectly
complements foods such as citrus
marinated chicken, fish tacos and seared
tuna. A renewed emphasis on Dos Equis
Ambar was recently initiated to compete
head-on in the US's developing darker
beer segment. Its amber colour and rich,
earthy tones combine well with dishes
such as beef fajitas, prime steak, chicken
satay and barbecue spring rolls.
With his sophisticated charm and witty
catchphrase 'stay thirsty, my friends,' the
'Most Interesting Man' became the star of
a hugely successful campaign, even in the
Americas markets where Dos Equis had
limited availability. This year, the brand
will continue to increase its investment
behind the 'Most Interesting Man' with
an additional seven weeks of television (a
total of 28 weeks, January to December).
The concept was a clean break from the
traditional Mexican imagery of beaches
and burritos, helping the brand to cut
through the clutter and resulting in a
steady rise in brand awareness and
other brand health metrics that are still
growing (Dos Equis brand equity was up
16% for 2011 and up 34% in Q1 20121).
The successful campaign, coupled with
a strong social media strategy, resulted
8 World of HEINEKEN Quarter 2 2012
