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Keep It Interesante
What is interesante? It’s more than just the Spanish word for interesting, and it’s not about lying in a self-serving or self-aggrandizing way. In the spring of 2018, Dos Equis launched their first campaign since “The Most Interesting Man in the World,” which initially debuted in 2006. Dos Equis believes that keeping folks interested means telling a great, engaging, larger-than-life story. It’s what the “Most Interesting Man in the World” did for his friends for the last 10 years. The launch campaign “Keep It Interesante” took a slightly embellished look at Dos Equis’s place in history. Keep it Interesante What is interesante? It’s more than just the Spanish word for interesting, and it’s not about lying in a self-serving or self-aggrandizing way. No, it’s all about the playful embellishment that entertains your friends during a night out. Dos Equis wanted to give drinkers permission to embellish their stories to make nights out more entertaining for their friends. College Football Playoffs An example of this is Dos Equis’s longstanding history with college football, a history about how Dos Equis single-handedly shaped every aspect of college football, told with the help of the Head Ball Coach himself, Steve Spurrier, along with coaching legend and turf expert, “The Mad Hatter” Les Miles. There’s also the Abraham Lincoln–AR experience that can be activated on every bottle of Dos Equis. Through a series of TV spots, out of home, special in bar signage and game-day events along with an ESPN partnership and specially designed, pigskin-textured can, this college football season was no doubt the most interesante yet. The campaign leveraged TV, out of home, radio, in-bar signage and even an augmented-reality experience that told some interesante stories about our own brand, history, and connection to pop culture and historical events past and present. Credits: https://droga5.com/work/dos-equis-interesante-college-football/
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