Cinco Equis

SFV|Social|Digital

  • Lead Creative Strategist -Social, Video, Influencer-

  • Every Cinco de Mayo, beers with Mexican heritage tend to lean heavily on the same well-worn tropes—sombreros, mariachi bands, and vibrant fiestas. This year, we were challenged to flip the script, to break away from clichés and craft a fresh narrative that honors the culture without falling into stereotypes. The goal was to make Cinco de Mayo “interesting”

  • Reality was, the cliche par of thing is what makes it “interesting”. So we leaned heavily into it.

  • With the help of Blake Anderson (from Workaholics) and a non-diverse cast, Dos Equis playfully satirized the whole Cinco de Mayo celebration, highlighting how people can sometimes look ridiculous while celebrating. Of course, we wouldn’t have been able to do that without first poking fun at ourselves.

Results

CPM
$5.2

Awareness
63%

ROAS
$5.63

Relevance
79%