I can’t help but envy the copywriters who work on the radio and TV ad for Dos Equis beer in the “The most interesting man in the world” campaign. This fictional character never gets called by first or last name, and is a remarkable man who embodies the brand with a variety of unique qualities:
At museums, he’s allowed to touch the art. . . . His blood smells like cologne. . . . Sharks have a week dedicated to him. . . . He once had an awkward moment, just to see how it feels. . . . The police often question him, just because they find him interesting.
“I don’t always drink beer,” he says, “but when I do I prefer Dos Equis.”
He is suave, craggy faced, tanned and casually well-dressed with a silver watch to match the sheen of his hair. Yeah, he’s cool.
The campaign is different because it’s not what you’d expect from a beer commercial. “The Most Interesting Man” isn’t 22, in beach shorts in some bar and grill with buddies partying with the ladies and confounding his canine. He is assured, sophisticated, has seen the good life and is holding it close.
We consumers buy this concept, because according to reports from parent company Heineken, “(they) have worked to build awareness around the brand, instead of awareness of the character.” And aware we are.
The Ad Age’s Creativity article goes on to note that sales have more than doubled between 2006 and 2011 to more than 15 million cases making Dos Equis number six in imported beers. Not bad for a 72-year old who looks like a cross between Papa Hemingway and James Bond and goes by the name of Jonathan Goldsmith.
His descriptions continue to astound – more than 400 lines are written about him – but only thirty are reportedly used for the broadcast effort.
And his wicked closing refrain could encourage any graduate -- making for a memorable commencement speech’s closing line.
“Stay thirsty my friends.”