Karl Lieberman & Brandon Henderson were college mates and then creative partners at Euro RSCG in 2007.<\/p>\n\n\n\n
They had been working with the Mexican beer brand Dos Equis for some time now and they were bored with it. They had been churning creatives after creatives. The brief was \u201cAuthentic Mexican Beer\u201d. They had taken the authenticity route for a while.<\/p>\n\n\n\n
Someone in Heineken (they were importing the beer into the US and marketing it) decided that the brand was not going anywhere and something needed to be done about it especially the advertising.<\/p>\n\n\n\n
For some creative inspiration, both Karl and Brandon were asked to go to Mexico for a week. However, when they landed in Mexico, they lost their way to the hotel from the airport and were put off by the whole experience. They were to visit various parts of Mexico which they did not do and were holed up in the hotel.<\/p>\n\n\n\n
Once they came back, they were asked to present fresh creatives to the client. They were asked if they have something new, which they did not! Their boss told them that they needed to, otherwise, the repercussions would not be good.<\/p>\n\n\n\n
At the same time Caroline Krediet, an account planner was working on a new strategy for the brand. Since Corona beer, their main competition was about being laid back, she decided that Dos Equis would be about adventure which led to the idea of the Dos Equis drinker being more interesting.<\/p>\n\n\n\n
Caroline went to a bar on a date with someone. Her date was \u2018bullshitting\u2019 his way through someone else\u2019s story as if he had done the deed. The other guys did not seem to mind it and rather enjoyed the story.<\/p>\n\n\n\n
Caroline realized that for the 20 something age group especially males, it was important not to be boring.<\/p>\n\n\n\n
Hence the thought
\u201cDos Equis is for people who lead more interesting lives\u201d<\/p>\n\n\n\n
Karl and Brendon were not particularly enthused by the brief Caroline sent and could not relate to it. However, they managed to catch onto the caricature of the \u201cbullshitting\u2019 person exaggerating the truth for comic effect. They were also indirectly making fun of the brief Caroline sent.<\/p>\n\n\n\n