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Posted by: Diane Brady on August 19, 2009
A recent piece in Maclean’s reminded me of why I so enjoy the Dos Equis commercials (full disclosure: I have never actually purchased that brand of beer, though I have consumed it at the homes of interesting friends). The ads feature TV actor Jonathan Goldsmith, a.k.a. The Most Interesting Man in the World. He doesn’t always drink beer but, when he does, he drinks Dos Equis.
The ludicrous nature of the boasts about this silver-bearded character have played well with an audience that’s becoming increasingly immune to outrageous claims from advertisers. Who doesn’t want to hang out with someone whom the police often question just because they find him so interesting; a man who can speak French—in Russian? He even has 158,000 fans on Facebook.
The campaign is hardly new at this point, having launched in some U.S. markets a few years ago. What matters is that it continues to pay off. Despite challenging times for beer-makers, especially those who import to the U.S., Mexico’s Fomento Económico Mexicano S.A.B. (Femsa) continues to grow. One reason: robust and highly profitable exports of Dos Equis.
(As proof that the idiosyncratic branding of the beer isn’t just an ad agency fabrication but is also rooted in the Femsa culture, check out the beverage giant’s home page. It features an emotional tribute to former leader Don Eugenio Garza Lagüera, who died a year ago.)
Like all ad campaigns, this one will fade as consumers start to tire of the joke. In the meantime … Stay thirsty, my friends.
How can you manage smarter? BusinessWeek writers Nanette Byrnes, Patricia O’Connell, Emily Thornton, Matthew Boyle, Michelle Conlin and Diane Brady synthesize insights from the brightest business thinkers, critique the latest management trends, and comment on leaders in the news.