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.

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2 years ago
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If I worked for the current marketing team, I would bring back the ads with creating a snapchat story/ promotion for the campaign. Snapchat stories are all about showing the interesting things you're doing, which is what this campaign wants to show people. Casey Kirby

2 years ago
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@Jstark6 I agree, the ad had been very effective, it was smart and pivotal. Tyler Dahm

2 years ago
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@Jstark6 I agree the ad is iconic. The man they used and the idea was extremely effective.

2 years ago
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If I worked on this marketing team I would bring back an advertising on Facebook and Instagram because it would definitely help jot peoples memories about the commercial.

2 years ago
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@jgoelz7 I agree, using other media devices would definitely help.

2 years ago
0

I would also advertise it on social media to increase awareness of the brand

2 years ago
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same i would advertise it on multiple social media to increase views and awarness

2 years ago
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@AKIM I agree with you. The man is very iconic and it was very effective. -Mallory Geniesse

2 years ago
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If I was the marketing team I would try to create a longer ad, maybe 1-2 minutes that would tell more of a story to try and create an even bigger buzz about the character

2 years ago
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I remember this campaign and product specifically because of the cool, calm, and collected idol/main character in the commercials. -Cody King