An Interesting Campaign

I’m sure you’ve all seen them, the Dos Equis commercials with the “Most Interesting Man In the World.” They seem to have a way of worming into your brain and just waiting for you to remember them. Starting in 2006, the ad campaign has spread from 30 second or minute long T.V. spots to 10 or 15 second long ads before YouTube videos.

Managing to convey some level of mystery and awe through the storytelling of one man and using that in order to promote a specific brand of beer is ingenious. Especially when the stories are of almost superhuman feats of skill. By stating that this man only drinks Dos Equis, it is implying that by drinking it, you too can be interesting. This has had the effect of boosting sales almost 22% by 2008 during a time when the sale of imports in general was down 4% according to a news article from Macleans in 2009.

These ads encourage people to “Stay Thirsty” and have somehow managed to make Dos Equis an almost household name. I’ve never even tried it and I love the ads.