I love those Dos Equis"The Most Interesting Man in the World" ads. (You know what? Let's just agree to refer to him by MIM for the sake of typing...) They're not only painfully funny, but they're a prime example of approaching a sales problem in an unconventional way. Corona has owned the Mexican beer market for a long time, but Dos Equis increased its market share 18% Y/Y in the first half of 2008. Read Heineken's earnings report here. (It should be noted Dos Equis is brewed by FEMSA Cervezas, but they operate in partnership with Heineken. Heineken's report had the most ready data on Dos Equis' market share growth.) What's more, Dos Equis has extended the campaign past traditional media. Radio and TV ads drove the initial push (long live TV!), but now the creative team behind this campaign is engaging the audience on multiple platforms.
There's the hilarious website where you can track the MIM in all his glory, sign up for a chance to become his assistant, and engage in other high-jinks.
And then, there's the Facebook fan page, which you really have to appreciate, especially when you see fans dressing as the character. It's not often we get an advertising character that draws a fan base. When was the last time, really? The "Time to Make the Donuts" guy? Or the "Where's The Beef?" lady?
Some of the most entertaining advertising in the world... Plus, it worked for sales... Let's enjoy! And, as always, "Stay Thirsty, My Friends".
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