"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.