How Dos Equis Keeps Things ‘Interesante’ For College Football Fans and the College Football Playoff in 2019 and More

National Title game
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Even though the College Football Playoff National Championship Game turned out to be a blowout win for the Clemson Tigers over the Alabama Crimson Tide, all the fans who made it out to Levi’s Stadium and the Bay Area for the game had an incredible gameday experience.

Both teams had highlight-reel plays, with Clemson coming out on top with some fantastic performances from freshman quarterback Trevor Lawrence and wideout Justyn Ross, including an incredible one-handed catch by the receiver.

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As the official beer sponsor of the College Football Playoff, Dos Equis had a prominent footprint in the city of San Jose and outside the stadium with a great activation for fans with a tailgate and lots of beer during the pregame in the hours leading up to kickoff.

Les Miles
Dos Equis

Keeping Things “Interesante”

The partnership between Dos Equis and the CFP is a perfect fit for the brand, as they’ve shown through their campaign to “Keep It Interesante.” College football fans might be one of the most passionate fan bases in the world—and definitely in America—and they do plenty of things that are “interesante,” including special pregame routines, fan rituals before games (like the amazing bands on display at the CFP National Championship game), as well as rivalries, regional traditions, and fans going all-out with costumes.

As part of the “Keep It Interesante” campaign, Dos Equis put together some football-related commercials and spots, including ones featuring college football champion coaches Steve Spurrier and Les Miles. It’s hard to follow up something as legendary as the “Most Interesting Man in the World,” but bringing in two great coaches and using a funny over-the-top style is the right way to do it. Miles and Spurrier are great in their commercials, and the other spots use the “interesante” idea to perfect effect.

Steve Spurrier
Dos Equis

Here’s a look at some of them:

Coach Les Miles Takes on the CFP National Championship

Miles took part in some of the festivities at the CFP National Championship game, coming to the Bay Area with Dos Equis, including the coach hosting a dinner at Michael Mina’s Tailgate at Levi’s Stadium. Mina, who runs multiple world-class restaurants, has the over 8,000-square foot space open on gamedays for members who can purchase a pass to attend. Each gameday tailgate has all kinds of foods, including a 5-course menu curated by Mina. The location also has Bourbon Steak and Bourbon Pub, which are also open on non-game days around the stadium.

Miles’ hosted dinner featured a cooking display by Mina, and some examples of the incredible foods served at the place each week, including fresh salmon and lobster. The pre-dinner session had hors d’oeuvres like caviar-topped tater tots, oysters, shrimp in aioli sauce, and pesto cheese balls, and the main menu prepared by Mina had shrimp cocktail prepared in a Dos Equis-infused sauce, Maine lobster tail, braised beef short ribs, as well as a display of chocolates, cakes, and other sweets for dessert.

2019 and Beyond

After a run at the 2019 College Football Playoff National Championship, Dos Equis is continuing to keep things “interesante” for the rest of the year and beyond. Coming in the spring is the launch of Mexican Pale Ale, which is a traditional pale ale with a Mexican flavor that also has a subtle kick of heat. There will also be the Dos Equis 3x3U National Championship, which is in Minneapolis this year.

Check out more about the Dos Equis “Keep It Interesante” campaign, Mexican Pale Ale, and everything else here.

Plus, here’s a look at some of the other related TV spots for the campaign:


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