Thursday, April 18, 2013

Will you buy beer from the most interesting man in the world?


Dos Equis is launching new creative as part of their long running (it began in 2007) “The Most Interesting Man in the World” campaign.  The tv commercials, print ads, online and out-of-home ads position Dos Equis as the premium beer of choice for people who want to live more interesting lives. (Irwin, 2013)

The new spots aren’t posted yet, but here’s one from 2012 in case you missed it.





So, what do you think?  Does the positioning speak to you?  Does it make you want to buy Dos Equis?

Irwin, T. (2013, April 15) Dos Equis ‘Most Interesting Man’ Returns.  mediapost.com.  Retrieved April 17, 2013, from http://www.mediapost.com/publications/article/197961/dos-equis-most-interesting-man-returns.html?edition=58793#axzz2QjEKj5Ca

6 comments:

  1. Absolutely! Granted, I have my drink of choice, but I love these commercials. Whenever I do drink a Dos Equis (which is rare), I feel like I embody the persona of this guy. Whenever my guy friends do, they feel like they are "the most interesting man in the world" and make jokes. This guy has a huge following on Facebook. (I believe I "liked" his page on FB.) And I love the Internet meme's I see all over of him. And just like the Snapple lady and Flo from Progressive Insurance, getting this guy as the face of Dos Equis is brilliant. He is debonair, classic and awesome. My thoughts: I hope they keep making great commercials like this.

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  2. 'The Most Interesting Man...' campaign was highly creative and engaging. While the ad would not make me buy it, it would make me 'try it' - which is effectively buying it I guess. Anyone who has tried Dos XX knows that its a good beer and who wouldn't want to try something if the most interesting man in the world recommended it.

    I find myself from time to time visiting their Facebook page with my 'most interesting line', like "Jesus was one of his disciples." or "Facebook sent him a friend request but he denied it." Participating in the memes is kind of addictive actually.

    I think the campaign is effective because it mocks ordinary men and tempts them to live extraordinary lives by drinking Dos XX.

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  3. The first thing about this Ad or the campaign as a whole that does not make sense to me, is that at the end of every commercial, the character says "stay thirsty, my friends", shouldn't he, being the most interesting man in the world, say "stay interesting my friends"? This positioning does not speak to me,it does not intrigue me to try Dos equis, because this guy is old, not very attractive, and quite frankly, seems arrogant, qualities which I do not associate with beer drinking . . . but, I guess it's working for their bottom line, if they have used it since 2007.

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  4. Well, I'm not sure if I share the comments above. Perhaps, its because I don't drink beer. I think if the 'man' was more appealing to me, I would certainly try it, but he's not. It certainly seems targeting to men and men only. Is it me?

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  5. I think the commercial is effective. I think he is so sexy. This commercial could be targeted to men or women.

    Who wouldn't want to either sit next to him or be like him. The commercial is fun.

    Susan Dibello

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  6. Definitely! I mean, look at him! I don't drink beer, but if he offered me one, I would take it!

    Who doesn't want to be or know the most interesting person in the world?

    It is a fun commercial and if nothing else, brings awareness of the brand in a captivating way.

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