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Creative

Sid Lee Administers a 'A Dos of XX' in Dos Equis Relaunch Brand Campaign

The culturally relevant campaign introduces Dos Equis’ updated brand direction and new tagline

Sid Lee Administers a 'A Dos of XX' in Dos Equis Relaunch Brand Campaign

Dos Equis and global creative company Sid Lee unveiled today a transformative new direction for the Dos Equis’ brand and an enriched vision for the iconic portfolio. The launch manifests through a national advertising campaign, 'A Dos of XX', and a new brand tagline, 'Get a Dos'. By recognising that Dos Equis and its drinkers share an attitude towards always striving for better, Sid Lee leveraged this energy throughout their first creative collaboration, inviting consumers to 'Get a Dos' of everything life has to offer. Rooted in deep insights about the Dos Equis drinker of today and their motivators, the new platform is designed to take customers through a comprehensive and interactive journey that includes multiple campaigns and activations across a growing portfolio of products.

“We’re excited to build on our legacy of world-class advertising while staying relevant for the times we are living in and of course a keen eye towards a bright future,” said Jonnie Cahill, chief marketing officer at Heineken USA. “We are massively encouraged with how our teams are working collaboratively and are thrilled to share our first output, 'A Dos of XX', with everyone. It is a pathway for our brand to participate in culture and invite people into the conversation.”

The campaign speaks to getting the most out of life, with Dos Equis serving as the optimism we should feel while experiencing all of life’s moments, from a break-up to an accidental hair blunder to reuniting with our loved ones after the pandemic. After more than a year of disruption to daily life, the humorous and timely content will resonate with consumers nationwide.

“Dos Equis is a storied brand that has won the hearts of many fans. We aim to live up to that expectation while also launching a contemporary, more relatable creative solution that can connect with audiences across multiple touchpoints,” said Cam Levin, Chief Creative Officer at Sid Lee USA. “By playing on the double entendre of the word a ‘dos,’ we inject everyday moments with positivity in our timely campaign. The brand will offer an elevated perspective, delivering joyful moments into everyday life’s highs and lows. Paired with the powerful new call to action, 'Get a Dos', this idea puts the Dos Equis name naturally and squarely at the heart of the idea. We can’t wait to share more of our work for this iconic brand and see where this exciting concept can take us.”

The relaunch kicks off today with national television commercials and will be brought to life across social media, digital activations, retail, and out-of-home advertising on April 29.

Featured Companies: Sid Lee LA

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Category: Alcoholic Beverages , Beers

Genre: People