dos equis
This was a brand identity exploration I did of the popular beer brand dos equis. I did some marketing research to help me come up with a new/potential campaign.
“Keep it Interesante” Campaign
They have a heavily male-dominated demographic. There are very few ads where people are engaging with the drink. I wanted to utilize their social media more and reach a broader demographic.
“stay thirsty” Campaign
In my research, I noticed that Dos Equis had a very hypermasculine approach to its branding with its “Most Interesting Man in the World” spokesperson and its “Stay Thirsty” and “Keep It Interesante” campaign ads.
In 2016 Dos Equis retired Jonathan Goldsmith and replaced him with French actor Augustin Legrand.
I wanted to create campaigns that weren’t so male-dominated and felt like anyone of any lifestyle could drink Dos Equis. I also wanted to show off people engaging with the product more.
These are posts I made for my campaign idea “Salud”. They showcase people just enjoying life with friends/family and drinking dos equis casually. Instead of the rugged lifestyle that was marketed in their previous ad campaigns