Molson Coors Canada has selected One Advertising as its agency for Dos Equis following a formal review.
The brand partnership between Dos Equis and Molson is new in Canadian, but the brand already has strong recognition across North America thanks to its long-running “The Most Interesting Man In The World” campaign.
One Advertising is leveraging that near-ubiquitous campaign with its first push of OOH and radio ads for Canada, which are now running in Montreal, Toronto, Calgary and Edmonton. Next year, the agency will aim to increase the brand’s presence with new creative.
In a release, One Advertising president Jill King said, “We are extremely proud to add Dos Equis to our roster. Launching such an iconic brand across Canada is a tremendous opportunity.”
Chris Waldock, director of marketing for the Heineken portfolio at Molson Coors, added, “This is an exciting time for the Dos Equis brand in Canada and we will look to build off its success in the United States through our creative partnership with One Advertising.”
The agency also holds the accounts for fellow Molson portfolio brands Heineken, Strongbow and Newcastle Brown and is the technical AOR for several others. Meanwhile, Rethink Communications holds the accounts for Molson’s three “power brands” Molson Canadian, Coors Light and Rickards.
