5 Reasons We Love(d) Dos Equis ‘Most Interesting Man in the World’ Campaign

On a recent episode of our podcast, we shared one last drink with the advertising icon whose “beard alone has experienced more than a lesser man’s entire body”.

We’re talking—of course—about Dos Equis’ “Most Interesting Man in the World”. A man whose “friends call him by his name and his enemies don’t call him anything because they’re all dead.”

The beer brand has announced the finale of this legendary marketing campaign (at least this iteration of it anyway). In this farewell ad, the most interesting man bids “adios, amigos” as he heads out on a one-way mission to Mars.

Since this campaign launched in 2007, Dos Equis has gone from a somewhat obscure import to a mainstream brew with some serious brand credentials.

Ask around and see if you can find anyone today who hasn’t at least heard of the Dos Equis name? Our guess is most people will say something along the lines of “sure, from the commercials with that guy”.

This USA Today article provides these notable stats about the growth of Dos Equis since the campaign launched (and moving into the future):

• Dos Equis nearly tripled its business since the campaign was introduced
• The number of cases Dos Equis shipped between 2007 and 2015 grew by 34.8%
• Heineken estimates that about 25% of its future growth will come from the Dos Equis brand

Five Things That Made Dos Equis Marketing So Successful

So what made this campaign work so well? Why did it strike such a chord with people? Here are five reasons…

1. It took a chance

The tagline “I don’t always drink beer, but when I do, I prefer Dos Equis” was a risky one. Implying that the person selling your product doesn’t use it all the time is not a choice most advertisers would make.

But this was actually a sneaky smart positioning move that helped the brand forge strong connections with occasional beer drinkers—an audience no one was really chasing at the time.

2. It never seemed like it was trying

The ads in this campaign strike an interesting tone. They’re funny without seeming to work too hard. That’s essentially how you define “cool” (and very similar to the man himself—he’s interesting without really trying).

Contrast that tone with every Budweiser ad, or any beer brand today really, that seem to be working soooooooo hard to try to be funny

3. It had a signature style

You don’t often see a series of commercials with a notable visual style. Most of them are pretty interchangeable. They could all have the same director really.

But the Dos Equis ads created and delivered a signature style (fast cuts; vintage, grainy footage) that was instantly recognizable. There was also that jangling Spanish guitar music to cue you in.

4. It remembered the brand

No matter how “out there” the ads got (and the later ads definitely went out there more), they always end on the same note: The beer. The punctuation is always the brand reinforcement.

This may seem like something simple that any smart marketer should do, but many don’t. They get so caught up in entertaining or trying to be funny, they overlook the branding. Think about it: Even commercials that you like, how often do you remember the brand?

5. It was addictive… and it spread like wildfire

The campaign itself was good, but once “the people” took over it achieved greatness. Along with referencing the commercials and the most interesting man, people began to create their own versions of…

“I don’t always <blank>, but when I do it’s <blank>.”

Customized versions of that statement filled Facebook and stuffed Twitter. The most interesting man became a Halloween costume. Parodies of the ads (like this SNL sketch) started popping up left and right. That’s when the campaign went to the next level—when it stopped being theirs and became ours.

Our 9 Favorite Sayings About “The Most Interesting Man in the World”

As the most interesting man heads off into the sunset, we thought we’d wrap up this post by sharing some of our all-time favorite “Most Interesting Man” sayings…

1. His blood smells like cologne.
2. He lives vicariously through himself.
3. Once a rattlesnake bit him, after five days of excruciating pain, the snake finally died.
4. Bear hugs are what he gives bears.
5. He can speak Russian… in French.
6. He gave his father “the talk”.
7. If he were to punch you in the face you would have to fight off a strong urge to thank him.
8. He’s won the lifetime achievement award… twice.
9. Mosquitoes refuse to bite him purely out of respect.

#AdiosAMIGO