Dos Equis
Introducing Dos Equis New Look
The tasks
Greenwrks had the opportunity to team up with Dos Equis' lead agency in launching their brand's new look. Dos Equis aimed to save costs and have more control over the process, and they also wanted their prints to be tailored to regions of the United States.
CHALLENGES
A new look is often met with resistance.The quality of the key visuals was a top priority; particularly flexibility and reusability. Above all, we worked to preserve the brand's core identity and weave a more intricate narrative for Dos Equis.
Goals
- Smooth and efficient on premise roll out
- Improve key visuals performance
- Standardized the request process for all regional teams
- Help to improve the quality of key visuals to make sure that each piece could be properly repurpose
- Open a line of direct communication between the Dos Equis brand team and regional suppliers.
- Get as many insights as possible from the lead agency’s end to improve the workflow and campaign performances
RESULTS
The launch was met with resound consumer acceptance. Our collaboration yielded valuable insights from the Dos Equis brand leadership, empowering the team to bring more work in-house.
digital campaign
Our team was tasked with assisting the Dos Equis team in managing their social media. Collaborating closely with the lead agency, we efficiently implemented their brand guidelines within our plan.
GIPHY
We launched two sticker campaigns to bolster Dos Equis' fresh identity and enhance engagement on Instagram. The first campaign comprised a series of product-centered GIFs; the second campaign partnered with College Football.
Greenwrks undertook the responsibility of absorbing a portion of the digital workload for Dos Equis at the onset of COVID-19. A colleague and I were tasked with generating organic content and providing assistance for paid Instagram campaigns. Greenwrks eventually spearheaded the brand's organic campaigns.
A DOS OF ART HISTORY - organic
My "A DOS OF ART HISTORY" Instagram campaign infuses Dos Equis' social media with a touch of sophisticated humor. I reimagine an alternate world where Dos Equis beer always existed, challenging the sterotype of dull art history lessons. My goal is to connect with audiences through nostalgia and anemoia—the longing for a time period that is not your own.
DOSENHEIMER - Reactive
"DOSENHEIMER" was a responsive social media campaign strategically immersing Dos Equis in the buzz surrounding the viral double-feature meme of Barbie and Oppenheimer, a.k.a. “Barbenheimer.” My project embraced the hype and employed the use of AI-generated elements.
COLLEGE FOOTBALL PROGRAM
I was entrusted with spearheading the digital aspects of the "DOS EQUIS COLLEGE FOOTBALL PROGRAM," an annual sponsored initiative that elevates visibility for the participating league and schools in the tournament and increases engagement among a crucial demographic.
Adding More flavor to the Dos Equis Family
Our team supported the rollout of three new brands within the Dos Equis innovation portfolio: Lime & Salt, Ranch Water, and the Classic Lime Margarita. The release of Ranch Water resonated exceptionally well with Dos Equis' core demographic, leading to the introduction of new Ranch Water flavors. The Classic Lime Margarita, Dos Equis' first ready-to-drink offering, garnered positive reception.
Dos Equis Lime & Salt
DOS EQUIS RANCH WATER
DOS EQUIS MARGARITA
pRINT Campaign
A few months into its inception, Greenwrks assumed the lead position on the print front. Our role was cemented amid the COVID-19 pandemic, where we challenged ourselves to guide the brand through uncertain times without compromising campaign production and quality.
Leveraging this moment, Dos Equis channeled a significant volume of work our way. Our move was to seamlessly integrate Dos Equis into our adaptable, user-friendly platform, mirroring the approach we successfully employed with their parent company.
This transition afforded us the capability to offer support across the entire portfolio, complete with region-specific campaigns. Notably, the print team at Greenwrks expanded its purview to encompass the creation of key visuals.
My role as creative director contributed to the generation of these key visuals, further solidifying our collaboration.
