When thinking about advertising, I tend to look back on some of the commercials that have stuck with me over time. I don’t remember most, which means that the one’s I do are special. I ask myself why they were so effective. For something to stick with me, it must have been more than appealing. In this post, we’ll take a look inside Dos Equis ad “The Most Interesting Man In The World,” and dissect why it was one of the most successful ad campaigns to this day.
What is the backstory?
In 2006, Dos Equis produced a television ad starring actor Jonathan Goldsmith. During this time, American beer was on the rise through companies such as Budweiser and Coors as they took beer sales by storm, and Dos Equis, now owned by Heineken, released this ad in an attempt to suck beverage lovers in. Dos Equis was a Mexican beer looking to etch their name into the beer game for years to come, and this ad was the perfect way to do it.
What was the objective?
The objective of this ad was to portray Jonathan Goldsmith as this mysterious character that no one knew much about. All the viewers knew was that he was the man who smoked cuban cigars, was always surrounded by beautiful ladies, and most importantly, drank Dos Equis beer. In an attempt to increase profits and sales, Dos Equis was established as one of these “luxurious goods” that would catch the consumer’s eye.
Why did it work?
The company adapted to cultural norms at the time and instilled these values into this character they produced. Jonathan Goldsmith brought the “coolness” to the ad that would attract consumers everywhere. It appeared he lived a life of luxury, and pairing this with Dos Equis beer gave the beverage the same status. The lavish lifestyle attracted the viewers attention to their screens, and provided them with a memory for the next time they head out to grab some beer. The picture itself still surfaces the internet to this day establishing itself as a meme used to enlighten viewers. Along with the picture, the famous Jonathan Goldsmith quote “I don’t always drink beer, but when I do it’s Dos Equis,” is altered and used for other purposes. Example: “I don’t always remember the scary movies I’ve seen, but when I do it’s 3am” (Money).
What were the results?
The results from this ad surpassed the company’s original hopes. After the ad had surfaced for a few months, import beer sales fell nearly 4%, but Dos Equis shot up a whopping 22% (Money). In 2015, the brand increased its sales by another 10% bringing their total sales gain to 34.8% since 2007 (Money).
Sources: https://money.com/success-most-interesting-man-in-the-world-ad./
Youtube Link: https://www.youtube.com/watch?v=L8nt94LCyqY