Cerveza Dos Equis (XX) changes its name for the first time in its more than 120 years of existence, according to its website.
To celebrate inclusion and fairness, the Mexican brand changes the logo into a special limited-edition beverage with XY label (male chromosome combination) instead of the traditional XX (combination of female chromosomes).
With the motto of “irresistible” the equality promoter drink will be on sale during this month of August and the first days of the month of September. Half of the bottles that will be distributed during this month will have the label in which one of the X changes to Y.
“In these times when the world speaks of diversity, Dos Equis has decided to go one step further by showing the progressive spirit and open-mindedness that has always been present in the DNA of our brand. That is why today, Dos Equis launches special limited edition XX-XY, in which it transforms its emblematic icon of the XX in the labels of the Ambar and Lager bottles. Dos Equis celebrates that although we were born XX or XY, a chromosome does not define our tastes, our passions and our way of thinking.” (SIC)
To publicize this campaign, Dos Equis has gone to social networks, and as of next week, the message will be expanded to traditional media.
Dos Equis beer has grown in double digits in recent months. This 2018, the brand of the Heineken portfolio, entered for the first time the ranking of the most valuable brands in Mexico, prepared by Brand Finance, in which it ranked 26 with a value of 499 million dollars, above Sol, Carta Blanca and Indio.
Also, according to data from IRI and Grocery Headquarters, Dos Equis Lager Special was in 2017 the sixth imported beer brand with the highest participation in the US market (5.54%). Corona Extra was the number one brand on this list with 23.9%, followed by Modelo Especial (14.3%) and Heineken in third position (11.89%).
Cerveza Dos Equis: an inclusive Mexican brand
“With this edition we want people to understand that, regardless of whether we were born XX or XY, a chromosome does not define our tastes.”
The Yucatan Times
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