Dos Equis Beer: Mexico Is The Shit

Packaging Design
Branded Content
Influencer Marketing
Experiential

In the political climate of 2019, the public rhetoric against Mexicans in the US turned negative. Dos Equis flipped this tension into a positive by partnering with Mexican streetwear label “Mexico is the Shit.” And just like the thousands of people who wear the message on their back, Dos Equis “turned its back” to show the world pride in its Mexican roots by putting the statement on a Limited edition cans.