HEINEKEN USA
Kheri Tillman
Lisa Pfenning
Elizabeth Costa
EURO RSCG NEW YORK
Mary Perhach
Caroline Krediet
Katy Milmoe
David Winstock
Thom Woodley
Mariya Kutmanova
Daniel Fried
MEDIAVEST
VP-Mktg.
Brand Dir.
Brand Dir.
Global Chief Comm. Officer
Group Planning Dir.
Acct. Dir.
Creative Dir.
Copywriter
Acct. Exec.
Exec. Producer
Canadian Club
BEAM GLOBAL SPIRITS & WINE
Rory Finlay CMO
Nick Garland Brand Mgr.
Victor Rutstein Brand Mgr.
Dennis Prado Brand Mgr.
Mike Ginal Brand Mgr.
ENERGY BBDO
Marty Orzio
Derek Sherman
Jason Stanfield
Doug Ryan
David Haeg
Exec. Creative Dir.
Creative Dir.
Creative Dir.
Exec. VP-Client Service Dir.
Acct. Super.
STARCOM MEDIAVEST GROUP
GMR MARKETING
KETCHUM
PROXIMITY BBDO
THE MOST INTERESTING MAN IN THE WORLD
The challenge was to transform a no-name Mexican beer into
a distinctive premium brand. Faced with declining beer sales
and increasing competitive spending, the brand needed a
counter-category message to break through. Recognizing that
often beer advertising actually insults the drinkers’ intelligence,
Heineken and its agency saw an opportunity to be interesting,
rather than infantile. This integrated campaign helped Dos Equis
dramatically increase brand health and drive healthy double
digit sales increases.
DAMN RIGHT
In the 1960s and ‘70s, Canadian Club was the No. 1 whisky in
America. But now Canadian Club is as untrendy as a brand
could be. Guys say scornfully, “That’s what my Dad drank.” To get
people to rethink Canadian Club, the brand first had to get them to
rethink their dads. So the campaign coupled vintage photographs
and provocative sentiments to reveal that Dads and their drinks
were actually the height of cool. The brand’s sales grew for the
first time in 16 years.
