DOS EQUIS: the most interesting man in the world
This campaign is to recreate the brand name with outside of the box ideas to connect with the market and drive sales up.
Thinking Outside the Box
Dos Equis decided to recreate beer ads by working away from the classic and conventional beer drinker. The company created a character who illustrated "every guys fantasy". They used multiple hyperboles (extreme exaggerations) to make this point. The older man who was known as the most interesting man in the world is seen traveling around the world to exotic places (making it more "worldly") and participating in various unrealistic events. This ad stayed away from the young, attractive males drinking beer at a bar which made viewers feel as though they had to compete with others to be better. Instead it used lofty unrealistic goals to make viewers feel connected and confident while drinking the product.
Becoming a Leading Brand
Dos Equis was not a very well known when these commercials came out, however once released sales increased greatly. The use of this marketing technique reached a large audience and created buzz to get the product known. Because of this it required other leading beer brands to step up their "marketing game" as Dos Equis did.
The campaign was launched in 2012 and as shown in the charts above Dos Equis spiked in sales.