Sustained Success - Products
Products communications efforts that have experienced sustained success for more than 3 years are eligible for entry.
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PROGRAM
2017 GOLD
2017 GOLD
2017 GOLD
The Most Interesting Man in the World
The challenge: to transform a no-name Mexican beer into a distinctive premium brand. Faced with declining beer sales and increasing competitive spend, we needed a counter-category message to break through. We realized beer advertising typically insults the intelligence of drinkers, and this presented an opportunity: to be interesting, rather than infantile. The Most Interesting Man in the World was born, and with him an integrated campaign that helped Dos Equis increase trial and drive healthy double-digit growth during widespread category decline, all while firmly ingraining us in popular culture.
Brand:
Dos Equis
Client:
Heineken USA
Agency:
Havas New York
Language:
English
FINALISTS
Jif
That Jif'ing Good
Hellmann's
Hellmann's Super Bowl 3 Year Campaign
ARM & HAMMER
POWERING THE NEXT 177 YEARS OF GROWTH BY CLOSING THE HOME CONFIDENCE GAP
