Dos Equis and Most Interesting Man in the World Tell Drinkers to “Stay Thirsty My Friends”

WHITE PLAINS, N.Y. Dos Equis has launched a new integrated marketing campaign delivered by the Most Interesting Man in the World.

According to market research by Millward Brown, the TV ad is in the top five percent of most enjoyable ads in U.S. research history, posturing the Most Interesting Man to become pop culture’s next brand-recognized advertising icon. In addition to the breakthrough TV spots, the campaign also includes print, interactive, OOH and event marketing components that punctuate Dos Equis as the premium beer for those who want to live more interesting lives.

The campaign establishes a distinctive personality in the Most Interesting Man to help premium beer and spirits drinkers in their quest to live more interesting lives, reinforced by his catchphrase: “Stay thirsty my friends.”

The advertising campaign captures the Most Interesting Man’s witty advice, colorful commentary and incredulous tales of past experiences. With an unmatched suave and distinguished charisma, the Most Interesting Man appeals to the key Dos Equis consumer – adult men who live or aspire to live “interesting” lives.

Dos Equis’ advertising agency, Euro RSCG Worldwide, developed a series of 15 and 30 second spots, scheduled to launch the week of April 16, in which the Most Interesting Man offers various “food for thought,” such as:

Advice on Careers – “Find out what it is that you don’t do well, and then don’t do it.”
Observations on “Packages” – “If you can see the coins in a man’s pocket, he’d better use them to call a tailor.”
Feelings on “Mixed Nuts” – “Don’t allow these to coerce you to drink, but if you do, choose Dos Equis.”
Similar to the televised spots, the print campaign will launch in May books and run a series of the Most Interesting Man’s comments on topics like “Being Boring” and “Happy Hour” in major lifestyle and local magazines, including Stuff, the national print partner.

“When you look at what is driving the beer market, you see a strong consumer trend toward ‘trading up’ or premiumization. This campaign is designed to leverage the premium market and demonstrates the attitude, interest and taste of the Dos Equis target consumer who will connect with the Most Interesting Man,” said Willem van der Hoeven, Brand Director, Dos Equis. “We feel it’s important to engage the beer and spirits drinker in their own language and on their own terms.”

Already a solid player in the thriving Mexican Import category, Dos Equis is launching this campaign to extend its position within the premium import beer and spirits space. HUSA conducted extensive research on this comprehensive campaign to "crack the code" for engaging consumers in a way they have never been approached before.

Quantitative testing conducted by marketing research consultants, Millward Brown, has revealed that the new Dos Equis TV ad campaign is one of the most enjoyable (top 5%) ads ever tested in the U.S. by Millward Brown. The research consultant also uses a proprietary Awareness Index (AI) to predict an ad’s ability to generate awareness. The results are evidence that the campaign is poised to engage consumers and catapult Dos Equis beyond the Mexican Imports sector into the general beer and spirits market.

In addition to introducing the world to its Most Interesting Man, the campaign also creates a call to action in which consumers can apply to become his next assistant.

Euro RSCG 4D takes the Most Interesting Man to the Internet, giving visitors of StayThirstyMyFriends.com (live as of April 2) a glimpse into the life of the Most Interesting Man. It showcases his objects of interest and offers a formal application and interactive games of wit for viewers to test their skills.

Euro RSCG Magnet also leads the public relations effort, including non-traditional marketing and media communications to extend the reach of the World’s Most Interesting Man.