The Most Interesting Man in the World

Wed, 22 May 2013 00:00:00 -0400
Effie Awards

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.