Dos Equis, with its Most Interesting Man in the World, has long been a familiar brand among American beer drinkers. However, although they knew the man, many consumers had never actually tried the beer, which they associated with Cinco de Mayo and the warm summer months. In 2014, Dos Equis Masquerade changed all that with a tantalizing twist on the Halloween season that married the worldly, debonair Most Interesting Man with a new drinking occasion and extended the selling timeframe into the fall. The national campaign leveraged sponsorships and flash sampling and culminated in a theatrical, immersive, interactive experience for 2,200 guests that took place on Nov. 22 at New Orleans’ Generations Hall.

Perrier is a 150-year-old brand that wanted to connect with savvy urbanites ages 25 to 40 around the globe. And in 2014, by tapping into the contemporary street art trend, it did just that. The brand partnered with three international graffiti artists to launch a limited-edition Street Art collection of glass and plastic bottles and a new can design. Their bold, youthful creations reflected Perrier’s unconventional brand personality and affinity for artists who challenge the cultural landscape. Then it threw a street-art inspired event at Colossal Media Group’s workshop in Brooklyn to tout the collection. Ten outdoor murals hand painted by Colossal brought the collaboration to the streets of New York City, Chicago, Los Angeles and Miami.

Harley-Davidson is a brand synonymous with rebel attitude, black leather jackets and roaring, gas-powered “hogs.” Project LiveWire showcased its first foray into a new product category—the electric motorcycle. The 30-city summer test-ride tour highlighted the company’s innovation and creativity, piqued the interest of younger consumers and provided valuable feedback on the beta version of the LiveWire. In addition to the test rides, the 360 experience leveraged interactive engagements in a tech-inspired environment that fostered valuable two-way conversations between the iconic brand and its fans, all before it hit the market.

Amstel Light packs a lot of flavor into its 95-calorie bottles and cans. To reinforce its taste message and connect with its core consumers, 25- to 29-year-old men with incomes of $100,000 and higher, the Heineken International-owned brand has aligned itself with food events that pair its refreshing low-carb brew with tasty burger creations.

Auchentoshan is a single malt scotch whisky with a smooth, delicate taste that results from a triple distillation process that dates back to its beginnings in 1823. To reach a new generation of scotch enthusiasts, it hosted a series of events as distinctive as it is. The bespoke experience, Auchen-brunchen, ignited an emotional connection with cultural influencers in four cities who in turn spread their enthusiasm in real-time over their social networks.

Espolón is a favorite among tequila drinkers, a success driven largely by sales, distribution and organic adoption by consumers who simply discovered the Mexican brand. Momento Mori, an immersive Day of the Dead celebration in four U.S. markets in 2013, created buzz for Espolón among discerning 21- to 29-year-olds and maintained its position as a tequila that they would stumble upon organically.

Perrier enjoys a long and storied relationship with the art world, from its association with Salvador Dali and Andy Warhol to the street artists of today. Activations surrounding Miami Art Week, the most prestigious art show in the U.S., reaffirm that heritage by placing the sparkling water brand front and center among the 50,000 cultural enthusiasts and influencers who each December descend on the city’s galleries for a week of art, music, fashion and nightlife.

Mexican beer brand Dos Equis enjoys a well-established association with Cinco de Mayo. In 2012, Dos Equis leveraged that association and the growing popularity of mobile food trucks in Feast of the Brave, a campaign born of the premise that people who eat a scorpion are going to tell their friends about it. Part food truck and part social media Sherman tank, the six-city effort engaged thousands of consumers in a daring culinary experience that ventured well beyond the traditional taco. It also differentiated Dos Equis from the bevy of beer brands vying for consumers' attention during Cinco de Mayo.

Mountain Dew is the third largest carbonated soft drink brand in America, however, in 2008, Dew and its competitors experienced steep sales declines. Dew’s irreverent position had become less relevant as its edgy, male consumer of the ‘90s had aged. Energy drinks were stealing market share. X-Games and mainstream skateboarding sponsorships didn’t connect with the new breed of “underground” street skaters who disdained logo-heavy promotions. “Deathbowl to Downtown” renewed Dew’s relevance among this elusive young male demographic. The unbranded, full-length documentary re-established Dew as a marketing innovator and demonstrated its “Fuel the Core” positioning in an authentic way.