We hear the music. We see the man with a gray beard between two beautiful women at a party. The copy in the screen tells us it is Cinco de Mayo. He’s relaxed and advises us “Don’t rush into Cinco.” He pauses… “Start with dos.” In closing, he gives us the tagline,Â “Stay thirsty my friends.” He is the most interesting man in the world.
This ad campaign has helped Dos Equis climb from being a low-profile, regional import in 2009 to the #4 import and #16 overall best selling beer brand in the U.S.Â by the end of 2014. Â In terms of growth, Dos Equis is the FASTEST growing beer brand in the country with shipments growing 116.6% between 2008 and 2014. This growth can be directly attributed to the advertising campaign “The Most Interesting Man in the World.” wich started in 2006 and is still running.
The campaign has been so successful it has transcended advertising and has crossed over into modern culture. Lifesize cutouts were placed in bars and stores and have found their way into homes, offices, apartments and even into car passenger seatsÂ across the country.
BlueHat AdÂ Review
Here we assess the ad for its overall effectiveness and for four key factors: Strategy, Likeability, Memorability and Persuasiveness.
|Strategy||Â Likeability||Â Memorability||Â Persuasiveness||Overall|
Strategy – appeals to men and delivers on a key insight that most men would like to have a certain something special that makes women attracted to them.
Likeability – Jonathon Goldsmith, the actor who portrays “the most interesting man in the world” has a James Bond appeal to him. He is instantly appealing due to his looks and his confident demeanor.
Memorablility – The tagline and theme of the ad campaign, “the most interesting man in the world” make this campaign unforgettable. While the promise of being the most interesting man in the world could risk being a turn-off, or hype or over-promise, it has been executed with excellence to make it appealing and memorable.
Persuasiveness – When you buy an athletic shoe, you feel an urgeÂ to buy Nike so you can get a feeling of what its like to be a great athlete like Michael Jordan or the other world class athletes that represent Nike. In a similar manner, this campaign urges men to order Dos Equis in order to experience, just a touch, of what its like to be the Dos Equis man. After all, what man at a bar wouldn’t want to be interesting and command the attention of attractive women?