Mexico Is the Shit jackets are pretty cool. They’re great for families. I like the green ones myself. Hoping to capitalize on coolness, Dos Equis (a Heineken-owned brand) is now putting “Mexico is the shit” on some of its cans.
The beer brand has partnered with the street-wear brand creators of the Mexico Is the Shit jackets. The partnership includes a series of popup shops and events curated by MITS, showcasing the real shit like “emerging Mexican talent, streetwear designers, visual artists and music artists,” according to the press release. The program will also include a special edition Dos Equis Mexico is the shit can, which I believe should be released to the larger public. This is a part of Dos Equis’ recently launched “Keep it Interesante” campaign. From the press release:
“The jacket was created as an ode to Mexicans around the world who are doing interesting things in their everyday lives,” said Anuar Layon, Creative Director and Designer for MITS. “We appreciate this great partnership with Dos Equis as it really helps support our core mission, which is to give people a positive and interesting way to proudly celebrate our Mexican culture.”
“As we were looking for new ways to create a relationship with consumers, we realized the powerful message behind the iconic brand’s personality,” said Karla Flores, Dos Equis Brand Director. “As a Proud Mexican Brand, now more than ever, we want to align with partners who are making bold moves in their community, and our friends at MEXICO IS THE SHIT are doing just that.”
In celebration of the partnership and Mexican Independence Day, MITS and Dos Equis had a launch party this past weekend in Bushwick, Brooklyn.
In 2010, Heineken spent $7.6 billion to buy Mexico’s Femsa Cerveza, the beer operations of beverage giant and Coke bottler Femsa. That purchase included brands such as Dos Equis, Tecate and Sol. Payment was made in a stock swap that left Femsa a 20 percent owner in Heineken. That update may or may not be the shit.