Brands on Fire 🔥 Heineken USA

Dos Equis College Football Tailgate Throwdown

Heineken USA CMO on Dos Equis’ College Football Tailgate Throwdown Campaigns In this month's Brands on Fire profile we speak to Heineken USA's CMO, Jonnie Cahill, about the Dos Equis College Football Tailgate Throwdown campaign’s marketing goals and KPIs met; the strategic thinking behind targeting consumers in the Sun Belt region; the brand’s evolving marketing mix; and planned investments for 2024. Read Full Article Dos Equis is a brand primarily known for its advertising, notably “The Most Interesting Man in the World” campaign, featuring the fantastic exploits of a sophisticated older gentleman and a catchphrase—”Stay thirsty, my friends”—that spread through internet meme culture like wildfire. But according to Heineken USA CMO Jonnie Cahill, being an advertising-led brand wasn’t enough, “We also realized we needed to show up more at passion points for people, in the things and the places that matter to them throughout the year, so that they could also experience the brand.”   Enter the Dos Equis College Football Tailgate Throwdown campaign from this past fall, comprised of multiple on-the-ground activations, limited-edition products, university collabs, a broadcast partnership with FOX, and a contest in which fans dreamt up their ideal tailgate experiences.   We spoke with Cahill about the campaign’s marketing goals and KPIs met; the strategic thinking behind targeting consumers in the Sun Belt region; the brand’s evolving marketing mix; and planned investments for 2024. Read Full Article More From the Vault ‣Nespresso Marketing VP on Get Z Messaging ‣BeautyHealth's CMO on Product Marketing Evolution ‣SheaMoisture's CMO on Digital Content Series View in web browser This message was sent to ignoble.experiment@arconati.us To ensure delivery to your inbox, add us to your address book. Chief Marketer * Access Intelligence LLC * 9211 Corporate Blvd., 4th Floor, Rockville, MD 20850 Update My Preferences | Unsubscribe | Privacy Policy | Contact Us