BUSINESS OBJECTIVE From 2011 - 2013, I was lucky enough to work on Dos Equis TV, arguably one of the most successful TV campaigns in the last 10 years. By 2011, the campaign had gone national and we were tasked with continuing the excitement and pushing offline to online engagement

STRATEGY While the format for our :30 had become legendary, literally, we had a monumental task to meet the same creative bar while moving away from the Most Interesting Man as the protaganist and introducing our consumer to our lesser known 2nd SKU, Ambar.

CREATIVE DELIVERABLES 

:30 Brand TV

:15 Campaign Extension TV

Ambar TV Launch

:60 Radio Production

OOH

RESULTS

During my time on the brand, Dos Equis sales grew 22%, 15%, and 17% - all in a period when macro-brand beer sales were stagnating or steeply declining. 

2013 Gold Effie Award in the category of Sustained Success