Comments on: Dos Equis New Ad Campaign Not Very Interesting

By: Josh

Josh — Thu, 05 Aug 2010 02:30:27 +0000

‘Dos Equis and Tecate, two Mexican imports owned by Fomento Economico Mexicano SA, known as Femsa, had strong sales growth last year. Shipments of Dos Equis rose by 17 percent, while Tecate was up 8 percent, according to Beer Marketer’s Insights.

Sales of Dos Equis have benefited from a TV ad campaign focused on a Dos Equis fanatic described as “the most interesting man in the world,” says Don Blaustein, chief executive of the U.S. unit of Dutch brewer Heineken NV, which imports and markets the Femsa brands in the U.S. The company pumped more than $8.5 million into ads for Dos Equis last year, up from $5.6 million a year earlier, according to research firm TNS Media Intelligence. “We think we’ve caught the consumer in a good place where they’re looking for new experiences and new things,” Blaustein says.’
-http://www.postandcourier.com/news/2008/apr/06/storm_clouds_gather_corona_beer_sales_fizzle/

‘Unfortunately for The Man Your Man Could Smell Like, there is: The Most Interesting Man in the World. Since he joined forces with Dos Equis in 2006, sales have shot up significantly every year, leaping 26% since January alone, Dos Equis brand manager Ryan V. Thompson recently told me. “We’re now the fastest growing beer import in the country,” he says.’(written in July 2010, at that rate sales have increased 400% since 2006)
-http://www.fastcompany.com/1674547/the-most-interesting-man-in-the-world-dos-equis

This work for ya?!

By: Just Sayin - Fl

Just Sayin - Fl — Mon, 24 May 2010 20:25:02 +0000

Please stop hating on the MIM. I had never heard of Dos Equis until this guy showed up on the scene. This campaign has taken an obscure (and some would say sub par) product and made it a household name…even in homes that don’t consume alcohol. Now they have great brand awareness. Will that turn into an exponential increase in sales? Maybe, maybe not, but….”He makes me buy Dos Equis…and I don’t even drink”…stay thirsty my friend…

By: iza

iza — Mon, 03 May 2010 03:21:26 +0000

I am in advertising and I also disagree with your comments. It is all subjective but those ads are more cleaver than about 85% of ads that are currently on tv. James Bond approach is just simply great.
By the way, “Stay thirsty, my friends” is there to bring you always back, just like white castle’s “what you crave” or wendy’s famous line “where’s the beef?”.

By: Mike in Canada

Mike in Canada — Sun, 02 May 2010 07:27:22 +0000

“Stay thirsty, my friends.” That’s the by-line. First, I’m not his ‘friend’. Secondly if I drank the beer he’s pushing, then I wouldn’t BE thirsty, would I? So, obviously, he doesn’t want us to drink HIS “beer,” does he? This AD campaign is solely directed at MORONS! Besides which, the stupid beer is bottled in green bottles. It tastes like skunk. Better to stick to beers like Kokanee, who until recently, had a Ranger and a Sasquatch fighting over beer and bikini-clad chicks. Too bad they killed off the Ranger (and the Sasquatch because he needed a ranger to hunt for him — but that’s more off topic than this stupid ad.) Kokanee — better beer – better campaign. I’ve decided long ago to “stay thirsty” by not drinking some fake, “interesting man’s” beer.

By: robert skien

robert skien — Tue, 23 Mar 2010 20:26:53 +0000

Jay, Pull the stick out of your worst feature and relax. It’s a beer commercial, not fine art. It is fun to watch and the beer is pretty good too. So sip a cold one, get over yourself and realize that neither you nor Dos Equis are curing cancer or providing for the common defense.

Robert

By: Jack Doyle

Jack Doyle — Fri, 08 Jan 2010 21:48:19 +0000

I have to disagree with nearly every single one of your opinions. Remarkable campaign and, as a result, I ordered my first Dos Equis (it actually wasn’t that good).

I can’t stop watching them!

By: J

Tue, 15 Dec 2009 04:04:37 +0000

Bad news, Juan, popularity does not equal quality. Plenty of poor ideas have been successful, this one being an obvious example. Please enlighten me as to what “classrooms” are teaching this campaign? As for its success, please show me the IRI or Nielsen data to support how successful it’s been, because I haven’t seen any sales figures to suggest it’s increased Dos Equis’ sales at all.

And if you can satisfactorily explain why a company that sells a thirst-quenching beverage wants their customers to “stay thirsty,” I’ll be happy to recant. Until then, I stand by my criticisms.

By: JUAN

JUAN — Tue, 15 Dec 2009 02:54:33 +0000

Have you seen the succes of this campaign and the posite coments on it?
You must be like the worst critic of advertising in the world. This has been a HUGE succes, a case study in class rooms.

By: Eddie

Eddie — Thu, 05 Jul 2007 01:11:24 +0000

So is the man jock custo?

By: sandra cihomsky flood

sandra cihomsky flood — Wed, 18 Apr 2007 12:12:01 +0000

I would have to agree with Mitch about this ad. It must be in our genes. Hello to a cousin I met only twice as a kid!

By: Mike M

Mike M — Tue, 17 Apr 2007 21:16:21 +0000

These ads are actually kindof funny. But the best ever beer ads are Taste Great/Less Filling from the 80′s and the Miller hi Life guy from a few years ago.

By: Tom

Tom — Tue, 17 Apr 2007 11:44:24 +0000

I’ve never seen the TV spots, but I’ve heard the radio one a few times. It makes absolutely no sense. There’s something about how on every street corner they sell sandwiches named after him. WTF? I still don’t get it at all…

By: Bill

Bill — Tue, 17 Apr 2007 06:30:17 +0000

I love this commercial! Specially cute asian nurses! I love it!!

By: budak

budak — Fri, 13 Apr 2007 04:39:56 +0000

reminds me of the whoisadamking.com campaign by Guinness in Asia some years ago: re http://www.josh.com.my/whoisadamking.com/

By: Mitch Cihomsky

Mitch Cihomsky — Thu, 12 Apr 2007 13:27:48 +0000

This ad will sell a lot of beer. The Ernest Hemmingway figure is in most beer drinkers. Bravo!

By: California Pete

California Pete — Wed, 11 Apr 2007 23:16:40 +0000

My guess is they started with something different, but in refining the concept to make it more funny, less boring, and more memorable and mass-marketable, they couldn’t resist the temptation to throw in some low-brow satire and cheap TNA. Eventually they wound up exactly where they first set out avoiding: their MIM is just another cartoon character in the mold of Spuds McKenzie, Duff Man, and John “Tastes Great (Less Filling)” Madden.

By: Jonathan

Jonathan — Wed, 11 Apr 2007 22:35:29 +0000

I think it’s great! It’s like, that guy is my friend, and he’s telling me that I need liquids to survive. It totally speaks to me. I feel like he’s talking directly to me, in all of his bearded glory.