We brought a traditionally Mexican beer to life for one magical night in New Orleans.
Dos Equis, with its Most Interesting Man in the World, has long been familiar among American beer drinkers. However, although they knew the man, many consumers had never actually tried the beer, associating it more with Cinco de Mayo and the warm summer months. In 2014, our Dos Equis Masquerade changed everything by introducing Dos Equis to a new audience at a surprising time of year.
Focusing on the emotional and cultural high points during Halloween, our team married the Most Interesting Man with the unexpected backdrop of fall in a national campaign that leveraged sponsorships and flash sampling, culminating in a theatrical, immersive, and interactive experience for 2,200 guests that took place on Nov. 22 at New Orleans’ Generations Hall.