Case Study Dos Equis

His business card simply says, “I’ll call you.” The Most Interesting Man in the World is one who everyone is familiar with, he represents the ad campaign run by the Dos Equis brand within Heineken International in the 21st century. At the time, beer commercials consisted of exotic cars and cute girls. They attempted to sell consumers on luxury, the simple idea that drinking a certain beer will grant all your materialistic wants. The problem was this simply did not work. Your average beer drinker could not be convinced of a link between beer and wealth. In order to really increase sales, Dos Equis had to find something radically new; they needed to take an approach that no one else had taken. This led to Dos Equis to create the Most Interesting
These men are generally 20-60 years old and drink frequently. But Dos Equis faced a larger problem, one that would require a fundamentally new approach. Most beer drinkers already have their preferences, and are not looking to change. Why would they spend money on a beer they are unsure of, when they can just buy the beer that they know they like. Since Dos Equis needed to obtain a larger market share, they had to distinguish themselves from their competition. They targeted men who wanted to be seen as interesting by those around them, a demographic not yet tapped by major brands. By establishing Dos Equis as the drink of the Most Interesting Man in the World, they appealed directly to this demographic. Men who were self-conscious of their image, or just aspired to be thought of as more found their relief. By drinking Dos Equis, they could easily follow the lead of the Most Interesting Man in the World, making them interesting as well. Dos Equis ran with this idea by targeting these people through television ads during sporting events, and other male dominated
This name itself builds up the character’s credibility by only referring to him as the Most Interesting Man in the World, men will take this at face value. To further this effect, he is never given a real name. By not naming the character, he can only be referenced as The Most Interesting Man in the World. This makes it easier for easily influenced men to believe he is a legend, rather than another human being. It also adds to his mystery which makes men crave to know more about him and his stories. Every commercial introduces him first and foremost as the Most Interesting Man in the World, this causes every story after that to be respected. Rather than not believe some of his outlandish stories, the audience now believes that of course he would do it because he is the Most Interesting Man in the World after