NEW YORK, June 14, 2013 /PRNewswire/ -- Havas Worldwide New York and Heineken USA are proud to announce that The Most Interesting Man in the World campaign for Dos Equis won a Gold Effie Award in the category of Sustained Success. The Sustained Success Effie is awarded to brands that not only demonstrate outstanding communication effectiveness, but have proven the power of their campaign by sustaining that success for five or more years.
Havas Worldwide New York and Heineken USA shared the category with Ogilvy & Mather's work on behalf of Unilever Canada, "Hellmann's Real Food Movement" which earned a Bronze Effie Award.
The Most Interesting Man in The World was launched by Heineken USA and Havas Worldwide New York (then Euro RSCG New York) in 2007. After proving successful in local markets and budding national recognition, the brand took the campaign national in 2009. Since then, Dos Equis and Havas Worldwide New York have reached a number of milestones in their work together. In 2011 Dos Equis became the first beer brand in the world to reach 1 million fans on Facebook, the campaign spawned countless memes and parodies, and during the five years this campaign has been running, volume growth increased by 111 percent. While the Mexican beer category declined overall, Dos Equis showed consistent growth.
"To achieve an Effie Awards finalist status or trophy means that a marketing communications effort worked. The Sustained Success Effie is one of our top honors because it recognizes campaigns that continue to work, year after year. To achieve Sustained Success, a campaign must adapt to changes in the marketplace without losing the core creative elements that made it successful," Mary Lee Keane, President of Effie Worldwide. "The Most Interesting Man in the World helped Dos Equis drive healthy double-digit growth during widespread category decline, all while firmly ingraining Dos Equis in popular culture.""Success is tough in any category; and even more so in the beer category. Sustained success is simply remarkable. There can be no higher honor for the client-agency team than to be honored for continued year-on-year success," said Matt Ryan, Co-Chairman Havas Worldwide New York, President Global Brands Havas Worldwide This is the second year in a row that Havas Worldwide has been awarded in the Sustained Success category. Last year Havas Worldwide Tonic's VESIcare was the first ever health and wellness brand to win in this category.