The Most Interesting Man in the World | ANA Topics | ANA

The Most Interesting Man in the World

The challenge: to transform a no-name Mexican beer into a distinctive premium brand. Faced with declining beer sales and increasing competitive spend, Dos Equis needed a counter-category message to break through. Dos Equis realized beer advertising typically insults the intelligence of drinkers, and this presented an opportunity: to be interesting, rather than infantile.