Next month, Heineken USA's Dos Equis beer starts a 14-city tour of the show, featuring Jim Rose as emcee. Rose is the creator/emcee of "The Jim Rose Circus," a modern-day version of a circus sideshow that has become a cult phenomenon since its inception in the early '90s.
MISW will feature a menagerie of performers from around the world, including aerial performers, Japanese robotic dancers, acrobats, fire jugglers, Russian dancers and French burlesque singers. Rose's own show has become a platform for books, DVD's, appearances on network TV, and a short-lived 2003 reality series aired on the Discovery Travel Channel.
In line with the brand's core target customer--adult men who live, or aspire to live, "interesting" lives--the show is being staged in bars, small theaters and other suitably hip venues in San Diego, Los Angeles, Scottsdale, Ariz., Las Vegas (two appearances), Austin, Houston, Dallas, San Antonio, Atlanta, Chicago, New York, Baltimore and Atlantic City.
The tour will be supported by print (listings in titles including BlackBook and Paper and ads in local titles such as 944 Magazine), radio (ticket giveaways), online banner ads, in-market promotional events and mobile support through the tour bus.
Dos Equis' "Most Interesting Man" campaign, created by Euro RSCG Worldwide and launched in April 2007, ranked right out of the gate in one of the top 5% "most enjoyable" ads in U.S. advertising research history, according to tests conducted by market research consultants Millward Brown. The Most Interesting Man (TMIM), played by actor Jonathan Goldsmith--along with the character's favorite advice, "Stay thirsty, my friends"--became almost immediate pop cultural phenomena.
The ongoing campaign, fed by new creative variations (sample TIMIM career advice: "Find out what it is that you don't do well, and then don't do it") has done much to make Dos Equis a leader in the premium beer category.
So why isn't Goldsmith, a.k.a. TMIM, part of this tour (or its advertising support)?
Elizabeth Costa, events and sponsorship director for Dos Equis, offers a most interesting response.
The show "is inspired by The Most Interesting Man in the World, and it brings his allure and intrigue to life," she says. "Unfortunately, he has been detained, counseling tribal mystics in Swaziland, and cannot attend the tour. Rest assured--all the acts have auditioned before The Most Interesting Man and have received his stamp of approval."