Dos Equis: College Football Playoff

College football isn’t just foam fingers and fall tailgates—it’s a year-round obsession. True fans show up 24/7, 365. And if you’re going to call yourself an official fan, Dos Equis thinks you should drink the official beer of the College Football Playoff.

For the 2019 college football season, we leaned into that exclusive title with a national retail program built around the tension between what’s unofficial and what’s official. Whether it was a random Tuesday or game day Saturday, Dos Equis helped fans make every moment feel like kickoff.

In addition to the national campaign, we partnered with select schools to create tailored headlines and messaging customized for each fan base, all in the unmistakable Dos Equis voice.

But wait… there’s more! I used to eat, sleep, and breathe college football—sometimes even in the off-season. We leveled up the campaign with a photoshoot featuring former college stars (and all-around personalities) Jay Cutler and Martellus Bennett.