Dos Locos

We gave friendship a face—and tequila a story worth retelling. Dos Locos became more than a drink. It became a legend in lime.

Dos Locos: The Skeleton Crew That Conquered Nightlife

Client Category
Food & Beverage · Alcohol · RTD Cocktails

Services Provided
Brand Strategy · Campaign Creative · Digital Content · Social Media · Influencer Strategy · Animation & Video Production · Media Strategy

Business Challenge

Dos Locos had energy, flavour, and attitude — but energy alone doesn’t build a dynasty.

In the crowded RTD cocktail battlefield, every brand chases fleeting attention. Dos Locos needed something deeper: transformation from occasional party pick to the essential catalyst of nights people talk about forever.

The mission was clear:
turn casual sippers into ride-or-die evangelists who refuse to pre-game without Dos Locos in hand.

This wasn’t about owning a moment.
It was about owning the memories.

Strategic Insight

The most valuable currency in nightlife isn’t fun.
It’s stories.

Friends don’t bond over perfect evenings.
They bond over the chaos, the mischief, the “I can’t believe we did that” moments.

We discovered something powerful:

People don’t remember what they drank.
They remember who they became when they drank it together.

Dos Locos didn’t need a product story.
It needed a friendship mythology.

Creative Solution

We created a cinematic universe powered by two animated skeleton best friends — symbols of eternal loyalty, reckless energy, and lime-fueled mischief.

A friendship so iconic it made every sip a pact between partners in crime.

The platform:

“Partners in Lime.”

A rallying cry that transformed Dos Locos from an RTD drink into a facilitator of unforgettable nights.

Animated Friendship Sagas

• Four shareable films
• The skeleton duo starring in over-the-top “most likely to…” scenarios
• Celebrating beautiful disasters, not curated perfection

Social Conspiracy Creation

• Custom emojis
• Story polls
• #PartnersInLime UGC prompts
• Turned fans into co-conspirators

Nightlife Territory Conquest

• Geo-targeted digital dominance in party districts
• Made Dos Locos the drink you had to have before going out

Influencer Alliance Building

• Micro-influencers joining “skeleton challenges”
• Turning creators into brand ambassadors

Viral Challenge Engineering

• UGC chaos competitions
• Embedded Dos Locos into the ritual of every wild night

We didn’t market a drink.
We engineered a nightlife identity.

Results

🎉 20M+ social impressions — cementing Dos Locos as the drink of friendship chaos
📈 23% volume growth during an 8-week campaign
🔁 15% increase in repeat purchase — proving deep emotional stickiness
📣 50,000+ #PartnersInLime posts
🔥 3× category engagement — outperforming larger RTD players

Dos Locos didn’t just show up.
It took over.

Category Takeaway

Dos Locos became a phenomenon by understanding one truth:

Don’t just sell the drink.
Become essential to the stories people treasure most.

When your brand becomes a symbol of identity, loyalty becomes legendary.
That’s how Dos Locos evolved from a fun RTD to the King of Lime-Fueled Friendship Chaos.

When you elevate the experience, the category follows.