Iconic: Dos Equis' Most interesting man in the World

Every once in a while, there comes a big idea that stands out. It sits on a clearly defined strategic platform that allows for years and years of unique creative executions. Dos Equis has accomplished just that. Its 'Most interesting man in the world' has the right amount of humor mixed with a relevant sales message. It's memorable. And most importantly, it works. It builds brand equity. It moves product.

I can't say how, but this man got me to start ordering Dos Equis again after ignoring it for years and years. Not that it's a unique beer with great taste. Quite the opposite actually. It sits right there with all the below average concoctions that need a strong branding approach and plenty of marketing support to leave the shelves (did anyone say Budweiser?). But there is something in this message that is real.

It starts with the aspirational brand image Euro RSCG has put together. Clearly, this man is not real, but somehow we all wish he was. His demeanor. The way he carries himself. The fact that he is around 60yrs old makes it even more intriguing. He's not this twenty-something metrosexual model-type. He's not a young kid without life experience. He is the guy you wish you met in a bar, even if it just were for a few minutes. He's got that special something around him that makes both men and women gravitate towards him.

"The police often question him just because they find him interesting." Hilarious!

"Some say that he found the Fountain of Youth but didn't drink because he wasn't thirsty." Fantastic!

"He doesn't always drink beer, but when he does, he prefers Dos Equis." Brilliant!

Let's deconstruct this sentence for a moment. This is neither a binge-drinking teenage kid nor a pre-game tailgating drunkster - "I don't always drink beer" - and it leaves enough room for interpretation: a) he drinks other things as well, or b) he only drinks occasionally. "But when I do, I prefer Dos Equis." It sends us another message. He has an open mind. He tries new things. He simply prefers Dos Equis. They don't tell us why. There obviously doesn't seem to be a product benefit here. But who cares? He's the most interesting man in the world. Wouldn't you want to meet him? I would. And I would drink Dos Equis with him.

Related link:
The Most Interesting Man in the World on Facebook