Dos Equis Brand Refresh

New “Coin” design nods to the beer's Mexican heritage.

As its 120th anniversary approaches, the Dos Equis brand is refreshing its design and packaging. The new visual identity nods to the brand’s Mexican heritage, while highlighting the taste profile of the crisp, refreshing and well-balanced beer, according to importer Heineken USA. The new “Coin” design is evocative of the Centenario, a Mexican coin first minted in 1921 to commemorate the 100th anniversary of Mexico’s independence. The design also includes the two iconic Dos Equis red Xs and in between them is Moctezuma, the final ruler of the Aztec Empire. Dos Equis will begin airing television commercials on June 16 and start to roll out the new primary and secondary packaging for cans and bottles in mid-July. The brand will also run a retail and on-premise campaign this summer, titled "Choose Interesting," that will include such elements as a sweepstakes, sampling events, point-of-sale materials, and digital and social media support. 

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