Erin Andrews And Luis Guzmán Team Up With Dos Equis To Encourage Fans To Prove How Interesting They Are

The Dos Equis Interesting Index algorithm scrubs through users' specific Facebook data to determine a "score" in four different categories: originality, thirst for knowledge, worldliness and sense of adventure, which then produces an overall worldwide ranking. To prove how interesting you are, fans can go to DosEquis.com/InterestingIndex to discover their ranking, peruse exciting summer hacks and enter sweepstakes to win prizes including festival tickets and backyard grilling accessories. Fans can improve their status throughout the summer by participating in interesting activities, visiting local Dos Equis bars and restaurants, and entering the sweepstakes.

"Dos Equis was born interesting in 1897 when it was first brewed by a German brewmaster in Mexico," said Andre Woldt, Brand Manager of Marketing for Dos Equis. "With the conclusion of the first chapter of The Most Interesting Man in the World campaign, this is a most interesting time as we continue to evolve the brand. We're working with Erin and Luis, who both live interesting lives, to inspire consumers to prove they're interesting and see where they rank in the world amongst their friends."

In preparation of the brand's 120^th anniversary, Dos Equis is also refreshing the brand's logo and packaging. The new visual identity nods to the brand's Mexican heritage and further highlights the taste profile of a crisp, refreshing, beer with a well-balanced finish. Dos Equis will launch TV commercials to support the new visual identity on June 13, and primary and secondary packaging will begin to rollout across the country in mid-July, for both bottles and cans.

The refreshed brand visual features a design called 'Coin,' evocative of the Centenario, a Mexican coin, first minted in 1921 to commemorate the 100^th anniversary of Mexico's independence. The design includes:

• The two iconic red Xs (Roman numerals), as the brand was originally called Siglo Veinte to commemorate the arrival of the 20^th century.
• The Gold coin, which is part of Mexico's strong heritage – its riches, art and golden sunlight.
• Moctezuma, the final ruler of the Aztec Empire between the two X's, blending the Mexican heritage with a forward look towards the future.

Both the new visual identity and the Dos Equis Choose Interesting program are part of an ongoing commitment from the brand to encourage fans to live in a more interesting life. For more information, visit www.DosEquis.com or Facebook.com/DosEquis.

About HEINEKEN USA
HEINEKEN USA Inc., the nation's leading upscale beer importer, is a subsidiary of HEINEKEN NV, the world's most international brewer. Core brands imported into the U.S. are Heineken®, the world's most international premium beer brand, the Dos Equis franchise, the Tecate franchise and Strongbow Hard Apple Ciders. HEINEKEN USA also imports Amstel Light, Newcastle Brown Ale, Red Stripe, Sol, Indio, Carta Blanca and Bohemia brands. For the latest information on our company and brands, follow us on Twitter @HeinekenUSACorp, or visit HEINEKENUSA.com.

Media Contacts:
Dayna Adelman
HEINEKEN USA
[email protected] 
(914-989-1062)     

Dave Brigandi
Edelman Public Relations
[email protected]  
(212) 704-8177

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