Dos Equis Puts 'Interesting Man' On The Road

by Aaron Baar, Mar 18, 2009, 5:04 PM

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For the past two years, Dos Equis' "Most Interesting Man in the World," it turns out, was made interesting only to a select few around the country. Now, everyone in the U.S. will be getting a taste of the man and his wisdom. 

"Dos Equis has been extremely successful in driving brand growth in our core markets," Kheri Holland Tillman, vice president of marketing for the Dos Equis, Amstel Light and Newcastle Brown Ale brands at Heineken USA, tells Marketing Daily. "We thought this was the year to take it national."

This week, the brand will begin showing the man--whose "charm is so contagious they've developed a vaccine for it" and "whose legend precedes him, the way lightning precedes thunder"--in commercials running on national cable and broadcast outlets.

Two new 30-second spots will continue the cinematic anthem format, which depict events from the Most Interesting Man's life. In addition, three new 15-second spots will show the Man delivering wisdom and philosophy. The spots will continue the character's catchphrase: "Stay thirsty, my friends."

"We had to make sure the advertising is understandable to new consumers, but we had been engaging to the consumers who already knew us," Tillman says. "We had to make sure we were still telling his story."

The new commercials will air for 18 weeks during key Dos Equis sales periods, such as Cinco de Mayo, summer and Halloween. The spots will be running on broadcast networks and cable channels such as Comedy Central, ESPN, FX and TNT.

Since the campaign's inception in 2007, the Most Interesting Man advertisements have been running in markets such as Los Angeles, Austin, Texas; Houston and Chicago, and have been available on the Internet. Moving the ads to a national stage will give the campaign a greater presence. "It's very viral. We know people have been seeing it, and that's great," Tillman says. "But we want to ensure everyone is seeing it."

The television spots will be complemented with radio, out of home, promotions, on- and off-premise activation, PR and online initiatives. This summer, the company will also set up a promotion for the "Interesting Academy," to teach consumers how to become more interesting, Tillman says.

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0 comments on "Dos Equis Puts 'Interesting Man' On The Road".

1. Devon Wylie from seklemian newell inc
   

   commented on: March 19, 2009 at 9:51 a.m.

   I really don't get the gist of these ads. Another 50-something man with a bevy of 20-something women, who really doesn't look all that interesting (or cultured,. or well shaven, even)... basically telling the viewers what to do. What's so "interesting" about that?

2. Manuel Saucedo from majai
   

   commented on: March 19, 2009 at 10:58 a.m.

   I don't get it either. But, what I do see is that in the real world, good-looking woman are always around not so good looking, older men. So, maybe that is the angle this ad is trying to address?!

3. Patrick Scullin from Ames Scullin O'Haire, inc.
   

   commented on: March 19, 2009 at 12:15 p.m.

   The best beer campaign since the Swedish Bikini Team for Old Milwaukee... don't remember?
   Read all about it: http://thelintscreen.com/2008/11/10/the-swedish-bikini-team-legend/

4. George Gaines from Outback International
   

   commented on: March 23, 2009 at 9:13 a.m.

   It's already a cult classic.

5. vivian mabou
   

   commented on: October 21, 2009 at 8:57 a.m.

   With love and trust vivianmabou1 @yahoo.com

   Hello Dear,
   I saw your profile today and i stopped to take a very good look at it.
   I want you to know that i will be interested to know you better because you sounded very sweet in your profile and i will like us to become friends and know each other the more.
   Here is my email address (vivimabou1@yahoo.com) send me an email today please!(Remember that what matters alot in a real relationship is love), I am waiting for your reply now.thanks
   Your's vivian.

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