By Kim Tarabetz
If you have ever gone to a social event where men in the 21 – 40 age bracket were drinking beer, chances are you heard a quote that sounds something like this:
He has won the lifetime achievement award, twice,
He bowls overhand,
Mosquitos refuse to bite him purely out of respect,
He is, the most interesting man in the world (Bommarito, 2012).
In stark comparison to the stereotypical beer commercial antics featuring the intellectual breadth that ranges between sports scenarios or fun loving, bikini-clad twenty-somethings, The Most Interesting Man in the World campaign offers a fresh take on sexy. A combination of James Bond meets Ernest Hemingway this soulfully poetic, yet sophisticatedly masculine character could very possibly be the iconic figure that so many men wish they were, or hope they will become. Could customers really relate to this character? The creator of the ad and the CCO of Euro RSCG New York, Conway Williamson, felt they could. “When they get to the bar, they want to tell a better story about the life they lead,” he says (Lunau, 2009). These ads are the embodiment of the thinly veiled fish stories that fly around bars in an effort to lure in a mate.
But the humor in the ad works two ways. I personally love the sultry Latin music theme music and the grainy quality of the film. It gives us the impression we are watching this man’s home movie collection, rather than a highly polished international marketing campaign. As a female, I can appreciate the sexiness of the ad, while laughing like a hyena at the stereotyped male psyche in all its overindulgent glory. One of my favorite scenes is when the character is standing on the medal podium at the Olympics and receives a medal for 2nd place, and then steps onto the middle podium and receives a medal for 1st place too! How many women can name at least one man who fancies himself able to earn both first and second place in a contest? Most of us.
It reminds me of a photo collage I once saw called “Working At NASA”. There is a variance in reality between what people think about you, what you think about yourself, and reality. But in that difference, there is also a connection. And that connection is the key to a successful marketing campaign.
While the humor in the NASA example is the disappointing reality, Dos Equis launched a campaign aimed at combining cheeky humor with a vague sense of familiarity – who you think you are, or who you hope to be. The campaign kicked off in 2006 and began reaching epic status in late Spring 2009 (Google, 2013). Internet searches soared again in Summer 2010 when the next release of commercials was launched. During this time, imported beer sales dropped 4% in the United States. But sales of Dos Equis was up nearly 22%. And sales in the Canadian market have tripled (Lunau, 2009).
But does a nearly seven year old campaign still hold water? What was once an endearing television spot has become an internet attraction referred to as meme, which is simply the modern day version of word of mouth. A simple internet search easily depicts the transformation from a marketing campaign to a pop culture icon. Much like the constant buzz of Chuck Norris references, there are no shortage of Most Interesting Man in the World spoofs. And at the end of the day, isn’t that the goal of a marketing campaign – keeping the product in the mind of the consumers? Or is there more to it?
Till now, it seems Dos Equis marketing teams have struck gold. The longevity of this campaign has been excellent. Seven years in and each new commercial release drives internet searches just as furiously as the last. In the end, it appears Dos Equis has certainly been successful in producing one of the most interesting campaigns in the world; at least for now. But where is the line between a classic and a has-been? Perhaps the Most Interesting Man in the World can one day answer that question for us.
Keep learning my friends!
Bommarito, S. (2012 June 16). 22 of the Best Dos Equis Commercials. Retrieved from http://www.policymic.com/articles/9659/22-of-the-best-dos-equis-the-most-interesting-man-in-the-world-quotes-video.
Google Tends. (2013 March 1). Retrieved from http://www.google.com/trends/explore?hl=en-US#q=most+interesting+man+in+the+world
Lunau, K. (2009 August 8). King of beer sales, amigo. Retrieved from http://www2.macleans.ca/2009/08/13/king-of-beer-sales-amigo/.
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