Dos Equis’ ‘Most Interesting Man in the World’

by christopherhunter

In marketing, brand positioning is the process by which the company tries to create an image for their product to go into the minds of their target audience. This is exactly what Dos Equis have done with their “Most Interesting Man in the World” ad campaign. The advertisements show a suave, bearded man roughly in his 60s and feature clips of his daring exploits each with its own quirky one-liner. At the end of the ad, the Most Interesting Man says “I don’t always drink beer, but when I do, I prefer Dos Equis”. This is followed by his signature sign-off, “stay thirsty my friends”.

According to the marketing firm (Havas Worldwide) that invented The Most Interesting Man, the goal of this campaign was to “create awareness, pique curiosity, and go beyond conventional Mexican imagery”. The Most Interesting Man’s character allows Dos Equis to create a target audience. According to Havas Worldwide, “He is a man rich in stories and experiences, much the way the audience hopes to be in the future.”

Evidently, this campaign has done well for Dos Equis. According to the company, U.S. Sales increased every year from 2006-2010 and Canadian sales tripled in 2008. Additionally, Dos Equis sales are said to have increased by 22% at a time where all other import beers fell by 4% in the U.S. The Most Interesting Man has allowed Dos Equis to reposition their brand from a struggling Mexican premium beer to a well recognized brand in North America.

Sources:

http://www.jhu.edu/anthmedia/Projects/dosxx/

http://www.havasworldwide.com/our-work/dos-equis