For some time now one of my favorite TV and radio advertising campaigns–both as a consumer and as a marketing professional–has been the Dos Equis “The Most Interesting Man in the World” campaign. It is simply brilliant on several levels.
First–at least if my circle of buddies is any indication–it generates incredible word-of-mouth activity, as we giddily alert each other of new executions like tweens texting about the latest Jonas Brothers release. And its tagline, “Stay thirsty, my friends”, has become part of our vernacular.
Second, while being somewhat outrageous from an entertainment standpoint (“He is left-handed. And right-handed.”), it is actually refreshingly understated from a brand-sell standpoint. In contrast to ads that claim their product is the only one that should ever be–or is ever–consumed, Dos Equis is secure enough to have our Most Interesting Man say, “I don’t always drink beer. But when I do, I prefer Dos Equis.” Not “I only drink beer” or “I only drink Dos Equis.” Of course, this makes perfect sense, as The Most Interesting Man in the World obviously has too many scruples to speak anything less than the unvarnished truth. In fact, I’ll bet he doesn’t even accept payment for appearing in the ads. Or if he does, he donates it to charity. Because, after all, he is…The Most Interesting Man in the World.
Third, the campaign works! Dos Equis sales are up significantly since the campaign started, despite a budget that’s a fraction of what the bigger brands spend. Anecdotally, the campaign motivated me to purchase Dos Equis for the first time in years, and I’m glad it did; I’d forgotten what a good beer it is. Which brings up a critical point: this campaign wouldn’t work for just any beer. Dos Equis has a distinctive flavor that isn’t for everyone. Once again, this makes perfect sense. I mean, you wouldn’t expect The Most Interesting Man in the World to drink Budweiser or Miller, would you?
Kudos–and thanks–to Dos Equis importer Heineken USA, and to the agency that developed the campaign, Euro RSCG Worldwide. Please keep satisfying our thirst for your most interesting advertising.