• The New York Time, Friday, June 13, 2008 10:15 AM

Beer is joining the parade of marketers willing to develop TV programs centered on their products. Dos Equis beer will present a reality series on the Mojo HD cable network that will chronicle the search for an assistant to a fictional character in the brands ads. The show is scheduled to run for five weeks starting in late summer and have commercials, though none from rival beers.

People interested in applying for the branded show must sign up at a site named after The Dos Equis advertising tagline. Presumably the number of online applicants will help convince other advertisers to buy commercials in the marketing project.

By embedding its brand in the plot of the TV series, Dos Equis hopes to be more memorable and part of "the experience of the brand," says Mitch Sheiner, executive at MediaVest.

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