Most Interesting Brand in the World
Imagine vintage film of unexpected locations and a well dressed elderly gentleman with the likes of Hemingway, Connery, and Che Guevara. Participating in adventurous pursuits, such as leading a moon light canyon expedition of gorgeous women in night gowns, as a narrator describes the exploits with hilarious one liners, such as.
“Sharks have a week dedicated to him.He takes his salad dressing right on the salad, so there is no going back. Once he had an awkward moment, just to see how it feels. He is the most interesting man in the world.”
Sound familiar? The Dos Equis Beer, “Most Interesting Man” marketing campaign has become the most notable beer advertisements in America. Dos Equis is an imported Mexican beer that has been sold in the U.S. since 1973. The campaign began in 2007, by the following year Dos Equis was a top 10 selling American imported beer for the first time in its history. Within the first year of running the ads Dos Equis sales increased 20% during a quarter that imported beer sales fell 11%.
“The police often question him just because they find him interesting. His beard alone has experienced more than a lesser man’s entire body. His blood smells like cologne. He is the most interesting man in the world.”
The majority of the ads end with the most interesting man dressed in a tuxedo surrounded by beautiful women, at which point he says, “I don’t always drink beer, but when I do I prefer Dos Equis.” For a beer spokesman to admit he doesn’t always drink beer, does not seem like the smartest marketing campaign decision but, the numbers have proven its worth. Dos Equis was able to get away with this because the protagonist character they created is not a brand image such as Ronald McDonald instead; he is a fictional celebrity endorser. Dos Equis did extensive market research before putting the campaign together and, found that people drinking Dos Equis wanted to be seen as interesting by there friends.
“He’s been known to cure narcolepsy just by walking into a room. His organ donation card also lists his beard. He’s a lover, not a fighter, but he’s also a fighter, so don’t get any ideas.”
Why should we care?
The most interesting man campaign was able to create the premium beer identity Dos Equis needed to increase sales and, brand awareness. Through customer feedback Dos Equis discovered a selling point that could differentiate it self from competitors. The reward is almost 1 million more facebook fans than the number one selling import Corona, and 5 years of increased market shares.