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Article: All Brand promotes Dos Equis "EXXperience." (beer advertising)
- Article from:
- Modern Brewery Age
- Article date:
- February 12, 1990
CopyrightCOPYRIGHT 1990 Business Journals, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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All Brand promotes Dos Equis "EXXperience"
A new consumer promotion campaign is being introduced in 1990 for Dos Equis, Mexico's premium amber beer. "EXXperience Dos Equis" is the signature statement for the campaign and it will be utilized in all consumer promotion materials and point-of-sale materials throughout the year.
"With EXXperience Dos Equis, we believe we have an extremely motivating and impactful statement that will place the brand at the top of consumers' import list," said Steve Hauser, marketing director, All Brand Importers. "The XX symbol, incorporated into the word `Experience,' gives the brand a preemptive signature that broadens its ...