Sid Lee replaces Droga5 on Dos Equis in the U.S.

Heineken USA has chosen Sid Lee as creative agency of record for its Dos Equis brand in the U.S.

The brand had been with Droga5 since the middle of 2017, and the agency faced the unenviable challenge of moving the beer’s marketing past the ultra-popular “Most interesting man in the world” platform. The agency made the switch two years ago, keeping “interesting” as a touchstone but calling on Dos Equis drinkers to tell the interesting stories.

In a release announcing the win, Sid Lee said it was already working on a “a new creative outlook for Dos Equis to engage and expand its popularity among new and existing audience groups.”

“Dos Equis is a truly iconic brand, one that has an incredible advertising heritage built over a number of years and campaigns,” said Heineken USA’s chief marketing officer Jonnie Cahill in the release. “As such, we are excited to partner with Sid Lee as together, we write the next chapter for Dos Equis.”

He cited the agency’s strategic thinking and creativity for the selection, noting that it came after a “rigorous” agency review.

“We’re hard at work already on a series of creative executions across multiple brand touch-points that will debut in the coming months,” he said. “We are truly looking forward to 2021, but then isn’t everyone?”

The win for Sid Lee comes amid a renewed push into the U.S. by the Montreal-based agency. Last year the agency, which is part of kyu collective, consolidated three different agencies under the Sid Lee banner, and appointed Andy Bateman as CEO for Sid Lee USA. And last month, Sid Lee also acquired social specialist agency Denizen. Sid Lee USA now has about 180 staff.

“This is a landmark win for us; a marquee brand with a rich creative history,” said Bateman in the release. “From the synergy that our teams share to our joint commitment to highlighting the storied brand’s tremendous cultural currency, we are delighted to become a creative ally for Dos Equis and the Heineken USA team. We look forward to developing breakthrough work that marks the next stage of the brand’s evolution.”

David Brown