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Traveling Freak Show Promotion Boosts Dos Equis Brand

3 Minute Ad Age, Nov. 10, 2008

By Published on .

NEW YORK (AdAge.com) -- Heineken USA is reporting a significant brand lift for Dos Equis as a result of a campaign that included a 14-city tour of a vaudevillian freak show-like troupe. The traveling stage production, called "The Most Interesting Show in the World," featured power rip saw juggling, sword swallowing, a roaring upside down lawnmower balancing act, a contortionist and feathered fan dancer, just to name a few. "We really wanted to engage consumers in a way they hadn't been reached before," explained a Heineken spokeswoman.

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