I guess I'm not the only one who likes the Dos Equis ads.

I have always found the Dos Equis ads amusing, particularly the radio ads, which allow me to use my imagination more than the tv commercials do. 

And I thought that their effort for Halloween, including a social media tie-in -- send us your pics, win a trip to New Orleans to meet the most interesting man -- sounded like a winner . (Corr, 2014)

But I don't drink beer.  So I had no idea whether they were in fact effective with their target audience.

Well, now I do.  According to data provided by Beer Marketer's Insights, Dos Equis is the fastest growing beer brand in America.  1.6 million barrels were shipped in 2013, up 116.6% versus 2008.  (The campaign began in 2006.)  (Frohlich, 2014)

Who says advertising doesn't work?

Corr, A. (2014, October 15)  Dos Equis' Most Interesting Man Offers Halloween Advice.  mediapost.com.  Retrieved December 26, 2014, from http://www.mediapost.com/publications/article/236260/dos-equis-most-interesting-man-offers-halloween-a.html

Frohlich, T. (2014, December 17)  America's Fastest Growing Beer Brands.  247wallstreet.com.  Retrieved December 26, 2014, from http://247wallst.com/special-report/2014/12/17/americas-fastest-growing-beer-brands/

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.

http://www.youtube.com/watch?v=Sbb3bCygb9s

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