Mexico is a very conservative country where sexual diversity is not accepted by a great percentage of the people. Dos Equis, as the icon of night time seduction in Mexico, had to do something about it.

We changed the logo on our bottle labels on half of our beer volume, representing both pairs of human chromosomes (XX-XY). This way, people where free to make a statement about freedom of choice just by sharing a bottle with their partner no matter the gender. We picked October 2018, just when equal right laws where about to be voted, to help bring the cause up front.

To change the way a country thinks about sexual diversity, you have to be able to change yourself first.

That's why we changed our own label to help make young adults aware of an issue that was happening with poor media coverage.

We changed the logo in half of our beer volume on our label, representing now both pairs of human chromosomes (XX-XY). This way, people where free to make a statement about freedom of choice just by sharing a bottle with their partner no matter the gender. In every bar or nightclub, during the month when equal right laws were about to be voted in congress.

We sold out 25 million bottles in just three weeks (one week ahead of the plan). We started a conversation about sexual diversity and freedom of choice in a very conservative country. We helped to put media pressure on the laws that were about to be voted. The laws where approved unanimously. We helped to strengthen our brand as an icon of openness and diversity.