Schon Parris

Dos Equis is a Mexican beer. It is not very good. How do you market it? Skilled marketing professionals use the unique qualities of a product to make an emotional connection with the target segment. The Dos Equis marketing team has nailed this formula in their most recent advertising campaign.

Have you heard about The Most Interesting Man in the World? This masterful Dos Equis campaign features a thick-accented Latino who proclaims at the end of every commercial, “I don’t always drink beer, but when I do, I prefer Dos Equis.”

The ads consist of a series of commercials that push the “exotic” side of Dos Equis. In addition, the campaign creates a fully masculine character that draws in the target audience; men, ages 21-45. Each commercial features new witty statements about The Most Interesting Man in the World, developing his character and appeal to the target segment.
• “Both sides of his pillow are cool”
• “When in Rome, they do as he does”
• “He speaks fluent French, in Russian”
• “Alien abductors have asked him to probe them”

The Most Interesting Man in the World is comically developed in a way that that successfully ties the Mexican origins of the beer to the emotional desires of the target audience. Men dream of being like the main character, commanding wealth, women and fame. The campaign is so effective that the latest commercials are even discussed at water coolers across the country. This campaign has real buzz. Exactly what you need to market a beer that doesn’t taste very good!

Do the commercials make you want to drink Dos Equis?

Graphic Credit:
Animationfactory.com