Creativity

Dos Equis celebrates Cinco de Mayo by adding three more Xs

By Kyle O'Brien | Creative Works Editor

Dos Equis

|

Creative Works article

May 4, 2018 | 3 min read

Cinco de Mayo is more than just hailing the victorious Battle of Puebla - it’s also a way for Americans to celebrate Mexican culture, and Mexican beer Dos Equis is getting in on the spirit of the day by adding three more Xs to its can.

Cinco Equis finds the Mexican flag colors backing five big Xs on the can, and the brand is promoting the stunt with some humorous, profanity-bleeped videos with Workaholics star Blake Anderson. The comedian and actor is appearing in two cheeky new videos created in partnership with Funny Or Die. The videos pay homage to the often misunderstood holiday and the unmistakably literal meaning of Cinco Equis.

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Blake Anderson for Dos Equis

Blake Anderson promotes Cinco Equis for Cinco de Mayo

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 that 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.”

The ‘XXXXX-xtra’ limited-edition Cinco Equis cans will be available at select establishments in New York and Texas.

Dos Equis: Cinco Equis by Droga5

By Dos Equis

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Droga5 is a New York City-based global advertising agency with an additional office in London. The agency works across all platforms including, broadcast, print, digital and social, experiential and out-of-home.

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