He taught a German shepherd to bark in Spanish.
You can see his charisma from space.
It is said the sun comes up later on the 6th of May, in case his Cinco parties run long.
He’d never initiate a conversation about the weather, even in a typhoon.
He is The Most Interesting Man in the World.
Beer is one of the most competitive arenas for advertising. So when the creatives at Euro RSCG Worldwide were presented with a project for Dos Equis they wanted to take a new approach and set the brand apart.
Apparently it wasn’t enough to attempt the now-too-common viral video campaign, and clever commercials are funny, but not always memorable. The scenes of college-aged guys chasing after scantily clad girls are about as boring as they come, and most Mexican beer ads show pictures of beautiful beaches, blue ocean, or stereotypical Mexican flair.
Enter The Most Interesting Man in the World. He’s a seasoned, adventurous, and charismatic individual who performs amazing feats of interestingness and absurdity. Women love him; men want to be him. After all “the Mayans prophesized his birth.”
All the TV and radio spots end with “I don’t always drink beer, but when I do, I prefer Dos Equis. Stay thirsty my friends.”
Whooaa!? He’s not even telling us to buy the product, just mentioning that he enjoys it sometimes! There’s a good article from Slate that discusses this phenomenon.
So did the agency meet their goal “to do more than just create awareness… by generating conversation among the target audience,” and “find a way to insert the brand into culture, to present Dos Equis in a way that would spark chatter and pique curiosity…”?
The short answer is, YES – by over a third in yearly total dollar sales! I’ve been telling all my friends, and now the world, how much I enjoy this campaign.