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Dos Equis
THE BACKGROUND
Dos Equis operates with the brand belief that “an interesting life is full of stories, and the great ones never start with a predictable choice.” They strive to be known as the beer for consumers who take risks and have depth – which ultimately helps them stay interesting in the oversaturated beer market.
THE CHALLENGE
As Dos Equis’ go-to sports partner, Intersport is tasked with guiding all aspects of the brand’s college football vertical – including partnership with the brand team to launch an annual CFB campaign.
OUR SOLUTION
GO FOR DOS™, launched in 2024 and now the hero messaging for all Dos Equis college football marketing.
The Go For Dos mantra is an organic way to tie college football into the brand identity of being bold and interesting. The greatest stories never start with a predictable choice, and the 2PT conversion is the football equivalent – so let’s own it.
The message was the focus of all campaign executions – including in-broadcast integration, in-venue signage, radio reads, social media, on-site activation, point of sale assets and more.
RESULTS
Within the first year, Go For Dos became THE mantra of college football fans, tweeting and posting about ‘Going for Dos’ all over social media – even extending beyond football as a new expression of boldness and risk-taking.
In 2024, the campaign generated over 1B impressions with 9.6M+ engagements, delivering 108% of planned impressions
The Go For Dos Roadshow tour drew nearly 10,000 people across 5 stops, with weekly regional activations drawing over 16,000 attendees.
