Get A Dos - Dos Equis
Brief - Relaunch the iconic Dos Equis brand. No small task.
Context - In 2020, Dos Equis had lost its way, The World’s Most Interesting Man had become a dated relic. A new brand platform was needed to support fresh packaging and expanding product portfolio. An adventurous yet older Dos Equis drinker who had settled across the sun belt states was identified as the core audience. With the world going through massive uncertainty and constant change we needed a flexible future proof idea that could speak to them.
Idea - The insight we arrived at was that you never realize you’ve settled until it’s too late. The idea was to nudge this settled Dos Equis audience into action using a play on the word Dos. This Dos of XX helped create a simple and flexible prompt and platform, rooted in the product itself. Give the world a Dos of whatever was needed in any moment. An idea that could easily stretch across a portfolio that was fast expanding beyond beer. I led the creative team on the pitch, pitched and won the business. As lead agency I oversaw all the agencies’ creative output, and I even wrote the new tagline - Get A Dos.
Work - New client. New brand platform and tagline. Multiple campaigns and activations across channels, including Social. Lead agency across all touchpoints, products and partnerships.
Sid Lee - Head of Client Partnerships Melissa Spano, CSO Nirm Shanbhag, CEO Andy Bateman.
The launch was planned for Spring 2021 despite public gatherings being banned. But after a year of being at home on lockdown, dislocated from friends and family, the world was more than ready for the chance to go out and meet up in the spring weather for a drink.
The insight - we’d forgotten how to go out and needed a little encouragement.
Produced and planned at a time when the future was unplannable, this launch spot fortuitously aired in the same weeks that bars were finally opening their doors again. Talk about a Dos of Comeback.
‘Comeback’
CD Brad Getty. ECD Kris Manchester.
Director - Ric Cantor.
A Dos of Comeback
A Dos of Rivalry
Among a host of other partnerships Dos Equis is a proud sponsor of college football across the sunbelt states.
We produced a massive suite of assets to celebrate the best of college football culture including TV spots, POS, OOH, Social, Merch.
‘Rivalry’
CDs Juan Davilla Morris & Francisco Rojas.
Director Ric Cantor.
A Dos of Growth
The results - with ambitions to expand their portfolio, reinstate their cultural relevance, launch into new markets, and become a complete beverage brand rather than just a lager, Dos Equis needed a jumpstart to fuel their growth. All while the beer industry was in stagnation and decline.
Our approach consisted of a campaign idea that was flexible and impactful to move with the times and a tagline that planted the brand in consumers’ minds. Get a Dos: a play on the word dose became the new tagline. A Dos of XX was the launch campaign: A Dos of Exploration, A Dos of Reunion, A Dos of… whatever the cultural moment called for.
After the campaign launched in March 2021, Dos Equis’ sales in April grew by 56%. May saw 31% growth, June 39%, and July 37%. This in a shrinking beer category. On-premise accounts caught the buzz and Dos Equis added 14,078 new points of distribution in 2021.
In the end, we took a brand that had experienced ten consecutive years of stagnation and losses, within a shrinking category - and injected a dose of growth.
