"Stay Thirsty My Friends"

Created by: Sarah Mechalko

Dos Equis is an imported beer from Mexico and a product line of Heinekin. About six years ago, imported beer sales were declining and they needed a way to increase their sales and become a well know premium imported beer. The firm did research and found that the average beer drinker wanted to be seen as anything but average. To create awareness and curiosity, they introduced their new campaign lead, “The Most Interesting Man in the World.”

Instead of creating a commercial that had attractive people partying in it like everyone else in their market industry, they used an older, classy male. Their website describes their spokesperson as being; “seasoned in years, deserving of respect and grey-haired enough not to be viewed as competition, the Most Interesting Man is a magnet, rather than a mirror. He is a man rich in stories and experiences, much the way the audience hopes to be in the future. Rather than an embodiment of the brand, The Most Interesting Man is a voluntary brand spokesperson: he and Dos Equis share a point of view on life that it should be lived interestingly.”

I would have never thought that this approach would work but statistics show that while most imported beer sales were declining, Dos Equis sales increased. Since they started their campaign, total dollar sales have increased by 33.7%. Humor plays a prominent part in their ads and they use it to create messages that the target market will understand and enjoy. By doing something other than the ordinary, they managed to create brand recognition, increase message persuasiveness, overcome brand resistance and above all, increase their sales.