Who is the fictional character that everyone wants to be friends with? Who is the real man behind the captivatingly catchy Dos Equis brand advertisements? Written by Juliet Rocco
You see the TV commercials, online ads and of course, the internet memes of Jonathan Goldsmith a.k.a. The Most Interesting Man in the World. Dos Equis’ advertising campaign has turned into quite a hallmark for our generation.
This campaign isn’t just about beer, it’s about a persona we continue to be captivated by. Who is The Most Interesting Man in the World and how did this campaign become so popular?
Jonathan Goldsmith was born on September 26, 1938. He is a New York City native who moved to California to advance his acting career and worked numerous odd jobs to get by.
His acting career includes many Western films and guest appearances in shows such as Knight Rider, Hawaii Five-O, Charlie’s Angels and Dallas. The busiest time of his career was during the late 60s through the early 80s. His big break would not come until decades later.
“You’ve got the part” After auditioning in 2006, Goldsmith got the part as The Most Interesting Man in the World for Dos Equis beer with the help of his manager and current wife, Barbara. So, what has been the sales result of the 73-year-old’s fictional persona?
“The campaign went national in 2009 and quickly found its way into pop culture. Dos Equis sales soared, more than doubling between 2006 and 2011 to more than 15 million cases, according to Heineken USA. The campaign has stuck to the same formulas even as it has passed through multiple brand directors and agency executives.”
Why is this campaign so successful? Not only does this reach the younger male market, but women love his character as well. The goals of the campaign were to have an older male figure that would appeal to younger males and give them someone to idolize in a way while being slightly sarcastic in the storytelling, of course.
Some of my personal favorite campaign quotes:
“He is always on time…yet somehow arrives fashionably late.”
“He has won the lifetime achievement award…twice.”
“He has never had a case of the Mondays.”
“His business card just says, ‘I’ll call you.”
This campaign combines humor and creativity at its finest, while solidly maintaining the image of the brand. Dos Equis is classy, charming, witty and downright good in the eyes of the target market. I hope to see the brand continue to use this campaign formula and watch it evolve.
The important thing to remember is keeping the content fresh, but sticking to the roots of what has made this campaign so successful. Content will always be the decider in this case. Are the lines still making people laugh or generate the same reaction? Should they consider introducing a new character alongside him in the coming years? What other kinds of promotions can be done with this hype?
Takeaway: “Stay thirsty, my friends.” – The Most Interesting Man in the World