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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. That’s where we came in.
Who drinks Dos Equis?
When the consumer research crystallized, here’s the story it told: Dos drinkers live predominantly in the Sunbelt, but a significant number of them weren’t born there. These were people who sought opportunity, took risks, and forever chased what they wanted from life. From entrepreneurs to office workers, the lives they led embodied a different take on the everyday. Rather than settle in and live each day in the same cycle, they opted for something more. Put simply, they chose to never settle. These character insights offered a trove of inspiration for bringing the new Dos Equis to life.
...In strange times.
Deepening a community connection
In the South, football is a religion. As the Official Beer Sponsor of Big Noon Kickoff on FOX Sports, Dos had laid the foundation for a relationship with this pivotal Sunbelt community. We worked with them to deepen the connection through multiple entry points: billboards, spots like Shopkeeper, and more.
And just like that, Dos was back in the game.