Marketing in the News
Dos Equis "The Most Interesting Man in the World"
There are many things that would attract someone to the "most interesting man in the world." He is a cowboy, a doctor, an engineer. He can ski, parachute, jump out of planes and.....go to space? He is the most interesting man in the world, he can do anything! The fun nature of Dos Equis commercials is what attracted me to this article in the first place. Additionally I remember watching these commercials all the time when I was younger. They were funny, even for a young kid who wasn't able to drink alcohol yet. But I knew when I could, I would choose Dos Equis! Unfortunately the campaign for the most interesting man in the world ended in 2016, due to the realization that their branding was becoming too “safe”. In my opinion they are stating that the commercials became boring. It would be difficult to run a campaign for the “most interesting man in the world” if consumers start to view him as boring. It would contrast with one of the learning points in chapter 3 that good culture and communications drive a buyer.
Dos Equis is owned by the beer company Heineken, which has been facing headwinds for some time now. The owners of the company Heineken have decided to leave the company in May, but are leaving behind a reorganization plan to help the company resurge. How would a company do this? Well by bringing back the most interesting man in the world of course! I have attached the link to the article and resurgence commercial below. The general scheme of it is that the most interesting man in the world (MIMITW) suffered a devastating head injury on his return from space, leaving him with dementia. For ten long years the MIMITW was left to boring puzzles and rehabilitation. Until one day he found an ice cold Dos Equis in the back of his fridge, he took one sip and remembered! Then became the MIMITW once again. This decision reflects the learning in chapter 2, that buyers want real people not robots. The MIMITW may not be a “real person” but he is visualized as one by the buyers. However ridiculous his antics are.
It is clear that Dos Equis/ Heineken is driving home a cultural aspect of marketing, while simultaneously realizing they couldn't just do the same thing as before. As the rules of new marketing highlights, as society changes marketing strategies must change as well. Dos Equis is dedicated to making the commercials more up to date and current, while still using the figurehead of MIMITW for nostalgia. Heineken/ Dos Equis also stated they are urging their advertising team to take risks, step outside of their comfort zone and make bigger moves. To me they are incorporating old marketing strategies with new to help their business. I have to say, it worked for me. I was actually excited to see the most interesting man in the world come back. Apparently I was not the only one! Heineken/ Dos Equis reported a brand recall of a whopping 97%!
Dos Equis and the most interesting man in the world are resurging as of lately due the company's decisions. Those decisions are establishing good culture and communication with buyers, having buyers react to a real person instead of a robot, and the utilization of old marketing rules combined with new marketing techniques.
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