Euro RSCG has proven that a unique and interesting advertising campaign still can be produced for major beer brands. In a category where advertising has seemingly lost its way--I mean, brands are advertising about the beer flow from their cans--Heineken Brands has a winning campaign for Dos Equis--the "most interesting man in the world" work.
The campaign has driven double-digit gains for the brand and consumers are using lines from the advertising in bars and conversations. The work is finding its way into popular culture.
Here's the story from today's AdAge.com: