The genius of Dos Equis

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.

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Reader Comments

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August 19, 2009 03:50 AM

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mjw149

August 19, 2009 10:04 AM

The ads ARE NOT a tongue-in-check reflection on advertising, it's a riff on the Chuck Norris lists, popular with the younger folks on the internet. You should really check it out sometime.

hoss

August 19, 2009 01:04 PM

Interesting... while I generally like the ads I always thought the "Stay thirsty my friends" tag line missed the mark. Instead of telling us to stay thirsty, shouldn't they be encouraging us to quench our thirst with a Dos Equis?

Diane Brady

August 19, 2009 01:31 PM

The Chuck Norris lists are tongue-in-cheek, too ... unless we truly believe that Apple pays Chuck 99 cents every time he listens to a song.

http://www.chucknorrisfacts.com/

Hobbes

August 19, 2009 04:03 PM

@Hoss;

Not exactly. consider "stay Thirsty my friends" as a very sassy "use in moderation" with a "never be satisfied".

It plays nicely, I think.

Ferrero

August 24, 2009 04:32 PM

I believe Chuck Norris would belong to the older folk... younger folk prefer the Jack Bauer list..
You can lead a horse to water. Jack Bauer can make him drink

Runner

August 26, 2009 10:12 PM

I don't get the ads, either. Guess I'm not the target market.

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Since Day One, I've tired of the ads with the arrogant actor who lives vicariously and plays jai alai.
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Tip on Self Defense - the look should suffice. Yeah, You really scare me
To which I add in stronger language
"(Take)(a hike)you ( )!
Do these people really think they are going sell any product?
Or are they just going to keep buying time to run one of the most obnoxious ads of alltime?

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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.

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