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Tuesday, 06 April 2010 14:27 |
 Dos Equis, the premium Mexican beer, launched last month the first in a new series of creative designed around the "Most Interesting Man In The World"—the aspirational icon who embodies the interesting persona Dos Equis consumers aspire to be.
The evolution of this campaign is expected to introduce consumers to the most comprehensive collection of Most Interesting Man content yet, spanning national television, print, radio, out-of-home and digital media. The television campaign is headlined by two new, 30-second spots, the first of which takes the Most Interesting Man from ice fishing in the Arctic to a fortuitous rendezvous on a train to a sheer cliff feeding orphaned birds. Consumers can expect to hear lines such as: "He wouldn't be afraid to show his feminine side, if he had one." "His mother has a tattoo that reads Son." "At museums he's allowed to touch the art."
A supporting cast of five 15-second "wisdom" spots will also run throughout the rotation. In the past, these pithy spots have included The Most Interesting Man's opinion on roller blading, tanning beds and pick-up lines. The two new spots share his point of view about Manscaping ("I have no idea what this is"), and Lady Luck ("Be wary of a woman who only shows up when you are winning").
For the first time, the brand also is introducing a new format designed specifically for the digital space, enabling consumers to spend more time with the ads and easily share them with their friends. Two new 15-second spots, which appeared online in mid-March, track the Most Interesting Man through the Amazon jungle and to mountain hot springs with snow monkeys.
"Last year we were thrilled to see such a positive response from our consumers and the media to the national launch of the Most Interesting Man in the World campaign," says Kheri Holland-Tillman, vice president of marketing, Dos Equis. "This year, we're excited to roll out new creative that will continue to build on the iconic Most Interesting Man character and his legendary life experiences that resonate so strongly with our audience."
360 Degree Marketing
There are also four new executions in the out-of-home space where the creative will not only include the end line, "Stay Thirsty My Friend," but will also provide the Most Interesting Man's intriguing sage advice. Consumers will see keepers like "The bulk of your life should be off the record," and "Cheating is only in good taste when it involves death," "If you didn't use your back-up plan, you played it too safe," and "Some people know more than you. Listen to those people."
In the print space, Dos Equis is launching with placements in targeted local publications that feature the Most Interesting Man's take on Making an Exit ("People should be happier to see you arrive, than when they see you go"). Rounding out the integrated marketing mix is a local radio campaign that started airing in mid-March.
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