Electric Daisy Carnival, is one of the largest electronic music events of Mexico and is sponsored by Dos Equis. The identity of the promotion was to be provocative , genuine, charismatic extraordinary and curious, adjectives that deﬁne the brand. This event is famous by the experience is transmitted to attendees. Scenography that involves lights, ﬂowers and EDC's iconic owl creates a magic enviroment that invites consumer to enjoy the moment and "Always seek interesting" as its philosophy.
The promotion must create this experience in the Dos Equis packaging and be impact enough to impact in the shelf with out losing the essence of Dos Equis. Emphasis was placed on the textures and using a neon gloss ink we created an atmosphere of magic, music and fun.