GET A DOS

DOS EQUIS

To capture both the diversity and energy of the consumer as well as the moment in time, Dos needed a creative platform with a certain malleability. Our approach consisted of three elements: a campaign idea that was flexible and impactful, a tagline that planted the brand in consumers’ minds, and a creative bravery that enabled breakthroughs. So came Get a Dos: a play on the word dose. A reminder designed to plant the brand front and center in our consumers’ minds, whether at the corner store or the bar. The flexible platform provided us a launchpad to take our storytelling in several directions: a Dos of Exploration, a Dos of Excitement, a Dos of whatever the cultural moment called for.

And just like that, Dos was back in the game WITH OFFICIALS NUMBERS

Through storytelling that tapped into who Dos Equis’ consumers were, innovation that made the brand about more than beer, and sponsorships and activations that met consumers where they were, Dos Equis saw unprecedented growth in 2021.

After the campaign launched in March 2021, Dos Equis’ sales in April grew by 56%. May saw 31%growth, June 39%, and July 37%. All the while, the norm for the beer industry was stagnation and decline. On premise accounts, too, caught the buzz–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 declines and not only stopped the losses, but added growth. 

SKILLS: Art Director, Creative Director

Team USA: CAM LEVINE (CCO) FRANCISCO ROJAS(ART) JUAN DAVILA (CW) CHRISTINA DE LA CRUZ (ART) ERICK MOLINA (CW) TEAM MONTREAL: BRADLEY GETTY (CW) KRIS MANCHESTER (ECD)