Dos Equis Taps LePub NYC to Refresh Its Brand for a New Era

Dos Equis is gearing up for its next big chapter by handing the creative reins to LePub NYC.

Heineken announced that the Publicis Groupe agency will serve as the new creative agency of record for Dos Equis in the U.S.

In its new role, LePub NYC will be tasked with spearheading all brand marketing efforts, including a full refresh set for early 2026.

LePub’s appointment marks a strategic shift for the beer brand, which has long leaned on storytelling-led campaigns to cut through the noise.

“Dos Equis has always prided itself on a history of interesting and bold creative ideas, and we couldn’t be more excited to welcome LePub NYC into the fold,” said Alison Payne, CMO of Heineken USA.

“Their team impressed us immensely with their sharp, original thinking and a clear vision for elevating the brand. 

We're confident that this partnership will not only propel Dos Equis to new levels of engagement but also forge deeper, more resonant connections with our consumers."

This move deepens the brand’s existing partnership with LePub, which already leads creative duties globally and locally for the Heineken brand.

LePub's Growing Legacy

A joint venture between Publicis Italy and LePub Amsterdam, LePub launched in 2020 with a creative approach rooted in cultural relevance and business impact.

The agency has been behind several standout efforts for Heineken.

This includes the global "Cheers to All" campaign and the Cannes Lion-winning "The Night is Young," which flipped the script on age stereotypes in nightlife.

As competition tightens across the beverage category, creative agencies remain vital in helping brands stand out with fresh ideas.

 

 

 

 

 

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While few details have been shared about the 2026 brand equity campaign, Heineken USA said it aims to position Dos Equis for deeper consumer relevance through original thinking.

Founded by Wilhelm Haase in 1897, Dos Equis has grown from its roots as “Siglo XX” into a household name.

Its portfolio includes Dos Equis Lager, Ambar, Cheladas, and Lime & Salt Zero.

Best known for the now-iconic “Most Interesting Man in the World,” Dos Equis is expected to reimagine its identity for modern drinkers without losing its signature edge.

With category competition at an all-time high and drinkers' tastes evolving, the brand’s decision to retool its creative direction signals a renewed focus on future growth.

The upcoming campaign will mark LePub NYC’s first major outing for Dos Equis in the U.S. market, and expectations are high.

With its track record and cross-market experience, the agency will look to craft work that moves beyond nostalgia.

Meanwhile, JCPenney recently appointed agency VaynerMedia to lead social and influencer strategies.