Dos Equis is finally leaving “interesting” behind. The Mexican imported beer has a new tagline, “Get a Dos,” that ends the brand’s association with the “Most Interesting Man in the World” campaign. While that iconic series formally ended in 2018, the brand continued to reference it by using the word interesting in its campaigns—most recently with “A most interesting beer.”
The new campaign—the first from Sid Lee after Dos Equis parted ways with Droga5 late last year—uses the “Get a Dos” tagline to carry a dual meaning in ads meant to link the beer with getting the most out of life.
Of course, “dos” today is closely associated with “doses” of COVID vaccine—and the first ad in the campaign (above) portrays a world where people are adjusting to going out again after a year of pandemic lockdown.
Jonnie Cahill, chief marketing officer at brand owner Heineken USA, says the vaccine inference is coincidental, noting the tagline has been in the works for several months. “I do think it’s a timely coincidence, and clearly it is going to have that resonance,” he says. But “we certainly didn’t come into the briefing process thinking how do we deliver a campaign idea that is relevant for a particular exact moment in time like we are in right now.”