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Dos Equis Celebrates Cinco de Mayo with XXXXX-Tra Special Packaging

Creative 1.6k Add to collection

All-new Cinco Equis can design was created by Droga5 and captured by production company Funny or Die

 Dos Equis Celebrates Cinco de Mayo with XXXXX-Tra Special Packaging
Dos Equis is giving millions of Americans another reason to celebrate Cinco de Mayo this year by introducing Cinco Equis — the exact same beer as Dos Equis, but with three more Xs on the can.

The all-new Cinco Equis was created by Droga5 and Funny or Die as part of the Dos Equis Keep It Interesante campaign, which encourages the act of taking a morsel of truth and enhancing a story for the sake of keeping friends entertained and engaged.

By adding more Xs and unofficially claiming the throne of official beer of Cinco de Mayo, the beloved Mexican beer brand is wearing embellishment on its can.

“There are a lot of Americans who can’t tell you the history of Cinco de Mayo, but they certainly can tell you an interesante story about celebrating it,” said Quinn Kilbury, Senior Brand Director at Dos Equis. “We created Cinco Equis because Americans are always seeking a reason to celebrate, and literally all we had to do was add three Xs.” 

To coincide with the launch of the XXXXX-xtra limited-edition Cinco Equis cans — which will be available at select establishments in New York and Texas and eventually eBay at staggering re-sale prices — comedian and actor Blake Anderson (Game Over, Man!) is appearing in two cheeky new videos created in partnership with Funny Or Die. The videos — now available on and — pay homage to the often misunderstood holiday and the unmistakably literal meaning of Cinco Equis.

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Media Agency

Media Director: Betsy Paynter


Advertiser: Dos Equis

Brand Manager: Hannah Dray

Brand Communications Manager: Kierstin Crane (Corporate Relations)

Production Company

Production Company: Funny or Die

Creative Agency

Creative Agency: Droga5 NY

Copywriter: Ryan Snyder

Art Director: Katie Willis

Strategist: Alexandra Cohen

Producer: Aaron Matys (Media), Rose Mahan (Print), Alyssa Dolman (Print)

Executive Creative Director: Scott Bell

Group Account Directors: Ed Rogers

Designer: Erin Wilson

Creative Chairman: David Droga

Strategy Director: Nick Maschmeyer

Account Supervisor: Taylor Berry

Regional Director, PR & Corporate Communications: Tara Rush

Group Strategy Director: Ramon Jimenez

Junior Copywriter: Jenny Yoon, James Gross

Junior Art Director: Maria Kouninski, Gianna D’Amico

Group Communications Strategy Director: Yan Wang

Social Communications Strategist: Clark Cofer

Data Strategist: Andea Campbell (Group), Joshua Gordon

Counsel: Zachary Werner

Senior Business Affairs Manager: Whitney Vose

Digital Production Company

Project Manager: Hillary Jordan

Categories: Beers, Alcoholic Beverages

Droga5 New York, Fri, 04 May 2018 16:58:42 GMT