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11 Jun 2008

Dos Equis announces the Canadian launch of one of U.S. history’s most enjoyable ad campaigns


Wednesday, 06/11/2008, 4:20:53 pm

June 2, 2008 – Dos Equis, a FEMSA Cerveza product represented in Canada by Sleeman Breweries Ltd, has just launched a new integrated marketing campaign delivered by the Most Interesting Man in the World. According to market research by Millward Brown, the TV ad is in the top five percent of most enjoyable ads in U.S. research history, posturing the Most Interesting Man to become pop culture’s next brand-recognized advertising icon. In addition to the breakthrough TV spots, the campaign also includes radio, interactive and event marketing components that punctuate Dos Equis as the premium beer for those who want to live more interesting lives.
 
The campaign establishes a distinctive personality in the Most Interesting Man to help premium beer and spirits drinkers in their quest to live more interesting lives, reinforced by his catchphrase: “Stay thirsty my friends.”
 
The advertising campaign captures the Most Interesting Man’s witty advice, colorful commentary and incredulous tales of past experiences. With an unmatched suave and distinguished charisma, the Most Interesting Man appeals to the key Dos Equis consumer – men who live or aspire to live “interesting” lives.
 
Dos Equis’ agency of record, Euro RSCG Worldwide, developed a series of 15 and 30 second spots, scheduled to launch the week of May 19, in which the Most Interesting Man offers various “food for thought”, such as
·         Advice on Careers – “Find out what you don’t do well, and then don’t do it”.
 
 
Similar to the televised spots, the radio campaign will launch in May featuring 60 second spots on the Most Interesting Man.
 
‘When we looked at what was driving the market, we noticed a strong consumer trend towards ‘trading up’ or premiumization. This campaign builds on the premium market and demonstrates the attitude, interest and taste of the Dos Equis’ target consumer through the Most Interesting Man,” said Arturo Rojas Kidd , International Marketing , FEMSA Cerveza . “We feel it’s important to engage the beer and spirits drinker in their own language and their own terms.”
 
Quantitative testing conducted by marketing research consultants Millward Brown, has revealed that the new Dos Equis TV ad campaign is one of the most enjoyable (top 5%) ads ever tested in the U.S. by Millward Brown. The research consultant also uses a proprietary Awareness Index (Al) to predict an ad’s ability to generate awareness. The Most Interesting Man scored an Al of 14, more than twice that of the US beer norm of 6. The results are evidence that the campaign is poised to engage consumers and catapult Dos Equis beyond the Mexican Imports sector into the general beer and spirits market.
 
Euro RSCG 4D has also taken the Most Interesting Man to the Internet, giving visitors of StayThirstyMyFriends.com a glimpse into the life of the Most Interesting Man. It showcases his objects of interest and offers a formal application and interactive games of wit for viewers to test their skills.
 
About FEMSA Cerveza
FEMSA Cerveza is present in more than 60 countries worldwide and has 14 production facilities in two of the most attractive and profitable beer markets in Latin America: Mexico and Brazil. Innovation is what sets FEMSA Cerveza apart and we strive to keep our brands exciting, fresh and satisfying for all our consumers.
 
We satisfy consumer tastes through a powerful, custom-crafted portfolio of 35 high-quality beer brands such as Tecate, Dos Equis, Sol, Bohemia, Carta Blanca, Kaiser and Xingu. Through differentiated brand strategies and segmented market execution, we work to stimulate and satisfy the thirst of thousands of people on almost any occasion by offering the right product, presentation, and price at the right point in their lives.
 
FEMSA Cerveza is part of FEMSA the leading beverage company in Latin America.
 
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