The beer brand is aiming to engage a younger demographic with a collaboration fêting its nation's heritage, marshaling social media activations, emerging artist performances and cultural celebrations

Dos Equis is partnering with lifestyle and streetwear brand MITS (Mexico is the S—t) to celebrate Mexican heritage with a new ad campaign called “Keep It Interesante.” The collaboration kicked off with a Mexican Independence Day party at Remezcla House in Brooklyn.

Dos Equis hopes to heighten engagement in its beer with this culture and age-specific ad campaign. Accordingly, the brand will be hosting pop-up shops showcasing Mexican artists, musicians and up-and-coming performers as well as a limited-edition MITS can.

Lately many established, larger-name brands ranging various industries have been partnering with independent names in lifestyle, design and fashion to target the millennial demographic. Dos Equis, too, hopes this partnership and brand activation will help it reach younger and influential consumers.

Dos Equis

Mexico is the S—t

Dos Equis is partnering with lifestyle and streetwear brand MITS (Mexico is the S—t) to celebrate Mexican heritage with a new ad campaign called “Keep It Interesante.” The collaboration kicked off with a Mexican Independence Day party at Remezcla House in Brooklyn.

Dos Equis hopes to heighten engagement in its beer with this culture and age-specific ad campaign. Accordingly, the brand will be hosting pop-up shops showcasing Mexican artists, musicians and up-and-coming performers as well as a limited-edition MITS can.