Wednesday, February 24, 2010


There was a story this morning on about Heineken USA's sales in 2009, which fell nearly 11%. Overall, the total imported beer segment declined 9.8% last year.

However, as has been written here before, that trend was bucked by one Heineken brand--Dos Equis.

The Dos Equis brand, sold at a similar price point to Heineken, had a sales increase of 20% in 2009. Increased distribution is one cause for the increase as is one of the best campaigns of the past year--"The Most Interesting Man Alive," created by Euro RSCG.

In a category of marketing communications sameness, "The Most Interesting Man Alive" campaign truly stands out.

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