EURO RSCG NEW YORK
Global Chief Comm. Officer
Group Planning Dir.
BEAM GLOBAL SPIRITS & WINE
Rory Finlay CMO
Nick Garland Brand Mgr.
Victor Rutstein Brand Mgr.
Dennis Prado Brand Mgr.
Mike Ginal Brand Mgr.
Exec. Creative Dir.
Exec. VP-Client Service Dir.
STARCOM MEDIAVEST GROUP
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.
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.