HEINEKEN USA

Lesya Lysyj - CMO
Belen Pamukoff - Brand Manager
Paul Smailes - Sr. Brand Director
Ryan Thompson - Brand Manager
Colin Westcott-Pitt - VP

Havas Worldwide New York *Lead Agency

Lee Garfinkel - Chairman, CCO
Tom Morton - Chief Strategy Officer
Kersten Rivas - Managing Director
Katy Milmoe - Group Account Director
Theo Soares - Planner

Mirrorball

G2

Starcom MediaVest Group

Edelman

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 Dos Equis in popular culture.