• by Fern Siegel , 10 hours ago

Today, Heineken USA has appointed LePub NYC, a Publicis Groupe agency, its U.S. creative agency of record for Dos Equis.

The agency is responsible for all brand marketing initiatives, particularly a redefined brand equity campaign expected in early 2026.

The assignment is an acknowledgement of the partnership already in place between Heineken and LePub, which serves as the global and local creative agency of record for the brand.

"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," shared Alison Payne, Chief Marketing Officer, Heineken USA. "Their team impressed us immensely with their sharp, original thinking and a clear vision for elevating the brand."

The beer maker said it is expecting new levels of engagement with its consumers.

Wilhelm Haase founded Dos Equis in 1897, when he brewed a beer called Siglo XX, the beer we now know as Dos Equis. The Dos Equis portfolio includes Dos Equis Lager, Dos Equis Ambar, Dos Equis Cheladas, and Dos Equis Lime & Salt Zero.

LePub's client work has included Toblerone, Bottega Veneta, Tinder and Philips.