• April 17, 2007

Dos Equis, imported by Heineken USA, has launched an integrated campaign centered on "the most interesting man in the world," with TV spots, print, interactive, and out of home.

The advertising campaign, with a "Stay thirsty, my friends," theme, centers on "the most interesting man" character giving advice, commentary and regaling consumers with stories about his life.

The effort, via Euro RSCG Worldwide, comprises 15- and 30-second spots scheduled to launch this week. Print in May lifestyle and local magazines mirrors the broadcast ads with advice on "Being Boring" and "Happy Hour."

Online, StayThirstyMyFriends.com, serves up specifics about the most interesting man's life and has "objects of interest" and interactive games.

--Karl Greenberg