Heineken USA

Nipa Parekh, Senior Brand Director

Havas New York *Lead Agency

Toygar Bazarkaya, Chief Creative Officer, Americas
Rachel Korenstein, Senior Social Strategist
Katie Campo, Social Coordinator
Keith Scott, ECD
Paul Johnson, Executive Creative Director
Chris Budden, Group Account Director
Jill Meschino , Executive Producer
Wendy Hu , Account Supervisor
Jenny Maughan, Account Supervisor

Edelman

Mediavest|Spark

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.