‘His Reputation is Expanding Faster Than The Universe’

‘People hang on his every word; even the prepositions’

‘He can speak French…. in Russian ‘

‘His beard alone has experienced more than a lesser man’s entire body’

He doesnt always drink beer, but when he does, he prefers Dos Equis

It takes quite the remarkable individual to make the claim that he is ‘the most interesting man in the world.’ Dos Equis may have just managed to create him in their newest ad campaign. The ‘Dos Equis guy,’ is the impeccably charming individual seen arm-wrestling Josef Stalin and being lowered from a helicopter to play piano in the company’s most recent campaign. Perhaps the most interesting thing about ‘the most interesting man in the world’ is how he has managed to get people not just to talk, but to rave about what was until recently cheap, relatively unknown, Mexican beer!

Before this series of advertisements aired, I didn’t know of a single person who had ever heard of Dos Equis, andif I had come across one it was probably cheap, bland and unmemorable. Quickly after the campaign began to air, I started to see Dos Equis appear at parties and I slowly saw it being ordered at restaurants and bars. If thats not surprising enough, people began talking about Dos Equis as if it were a top-shelf beer. To be honest I was shocked by the notion that the attraction to the ‘most interesting man in the world’ is enough to turn off logic and taste buds. Is it possible that the masses have become so attracted to this bearded old man, they cannot see they are drinking Mexican Keystone Light?

As far as brilliant marketing goes this is the peak. At a time when the market for the drink was shrinking, this campaign had massively successful results for the company’s sales and image. Though you likely wont see me with a Dos Equis in hand any time soon, I have great reverence for their marketing work at creating a character so powerful it has changed the course of the company. Next time you see someone order a Dos Equis, I’d be surprised if you didn’t pause for a second and think about the man who’s ‘blood smells like cologne’