Heineken is pushing sales of Dos Equis to compensate for the lost market share of its flagship brand. While Heineken has lost ground to challengers such as Stella Artois, Dos Equis is advancing at a torrid pace, up 17% for the most recent quarter. The brand has developed a cult following with Euro RSCG's popular "most interesting man in the world" campaign. Heineken advertising "changed tack too many times," Heineken's John Nicolson said.

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