DOS EQUIS 

Web Site Messaging & Manifesto

Dos Equis
First Consumer Website

Challenge: Develop brand strategy and messaging for Dos Equis’ first consumer website that compliments and expands upon the current advertising campaign – Viva La Revolucion! – and further helps move the brand “beyond burritos” in the minds and purchasing habits of consumers. 

Key Strategies: Translate “Viva La Revolucion!” into “Live the Revolution!” and develop a socially responsible web campaign that encourages visitors to live a purposeful, free-thinking revolution of mind, body and spirit; Position Dos Equis as a conscientious beer brand that doesn’t engage in the silly, sexist or scheming marketing tactics normally found in beer promotions; Introduce a “manifesto” that articulates this strategy and invites visitors to Revolt, Research, Rethink, Respond and Recreate as a means to navigate through the site and participate in the campaign.

Key Messaging / Tagline: Live the Revolution!

Dos Equis | First Consumer Website | Real Branding
Brand Strategy, Site Architecture, Copywriting