2009 GOLD

BEVERAGES, ALCOHOL

THE MOST INTERESTING MAN IN THE WORLD

DOS EQUIS, HEINEKEN USA

Kheri Tillman, VP-Mktg.
Lisa Pfenning, Brand Dir.
Elizabeth Costa, Brand Dir.

EURO RSCG NEW YORK

Mary Perhach, Global Chief Comm. Officer
Caroline Krediet, Group Planning Dir.
Katy Milmoe, Acct. Dir.
David Weinstock, Creative Dir.
Thom Woodley, Copywriter
Mariya Kutmanova, Acct. Exec.
Daniel Fried, Exec. Producer

MEDIAVEST

The challenge was to transform a no-name Mexican beer into a distinctive premium brand. Faced with declining beer sales and increasing competitive spending, the brand needed a counter-category message to break through. Recognizing that often beer advertising actually insults the drinkers' intelligence, Heineken and its agency saw an opportunity to be interesting, rather than infantile. This integrated campaign helped Dos Equis dramatically increase brand health and drive healthy double digit sales increases.