Dos Equis has a new agency, Sid Lee, and a whole new look and feel to go with it. The Mexican beer, which had already said goodbye to its most interesting men in the world, is still encouraging people with its mantra to strive for better but this time with a dash humour and a lot relatability. The new campaign’s launch commercial radiates with the joy of being able to get out and explore life again and with the human humour of supposing that it’s going to take practice to master life “skills” like remembering your wallet, wearing shoes and putting on nail polish.

The new platform for Dos Equis, Get a Dos, will include a series of campaigns and activations across a growing portfolio of products.

“We’re excited to build on our legacy of world-class advertising while staying relevant for the times we are living in and, of course a keen eye towards a bright future,” stated Jonnie Cahill, chief marketing officer at Heineken USA. “We are massively encouraged with how our teams are working collaboratively and are thrilled to share our first output, “A Dos of XX”, with everyone. It is a pathway for our brand to participate in culture and invite people into the conversation.”

“Dos Equis is a storied brand that has won the hearts of many fans. We aim to live up to that expectation while also launching a contemporary, more relatable creative solution that can connect with audiences across multiple touchpoints,” added Cam Levin, chief creative officer at Sid Lee USA. “By playing on the double entendre of the word a ‘dos,’ we inject everyday moments with positivity in our timely campaign. The brand will offer an elevated perspective, delivering joyful moments into everyday life’s highs and lows. Paired with the powerful new call to action, Get a Dos, this idea puts the Dos Equis name naturally and squarely at the heart of the idea. We can’t wait to share more of our work for this iconic brand and see where this exciting concept can take us.”

The relaunch kicked off on April 22 with national television commercials and will extend across social media, digital activations, retail, and out-of-home advertising on April 29.