As I decided to write about Dos Equis and my new favorite ad campaign, I realized at twenty-six I may not be qualified for this topic having never drank a Dos Equis. Needless to say it didn't take long to convince myself to buy a six-pack at the gas station across the street.
One Dos Equis down. The writing has reconvened.
Being a professional in the marketing/advertising field (notice lack of quotation marks there as I'm confident I've earned this title), my friends constantly make fun of me for my love of commercials. I adore tivo, but if I had it my way, I wouldn't fast forward through the commercials. I'd actually pause them, rewind, make comments with friends and even debate with my boyfriend..as if we don't do that enough already. Call me a nerd, but I like to watch them, research them and take notes on them. Nerd.
Dos Equis has come out with this riotous multi-platform ad campaign centered around the Most Interesting Man (MIM) and it is truly hysterical. If you haven't seen it yet, go ahead and check it out on YouTube. (My sincere apologies for not knowing exactly how to post a video on this blog. Keep in mind I am a work in progress and need Keith's help.) For those pessimistic creative minds that complain daily "all the good ideas and slogans are gone," let me introduce you to the MIM campaign that started back in 2006 and is still going strong. Just because we all got beat to the punch doesn't mean we should pout in the corner thinking every ounce of creativity has now been used up. The campaign continues in the pursuit of all things hilarious with seven TV and three radio spots with one-liners including:
"His beard alone has experienced more than a lesser man's entire body"
"His charm is contagious, vaccines have been created for it"
"His legend precedes him, the way lightning precedes thunder"
"Fellas, leave the tight pants to the ladies. If I can count the coins in your pocket, you better use them to call the tailor"
"It's never too early to start beefing up your obituary" (my personal fave)
"Happy hour is the hour after everyone from happy hour has left"
Two Dos Equis down and I'm starting to feel like writing and drinking could possibly go hand in hand. I feel it important to note here that advertising is a lot like supporting your favorite band or musician by buying their CD rather than illegally limewiring it. I must give kudos to a great campaign to drive up their ROI. After all, I think they deserve it. In todays cluttered market where patrons are bombarded with advertising messages everywhere from the bathroom stall, to GPS text messaging, it's hard to stand out and get people not only talking about your product, but ultimately buying it. So I feel at peace with my decision to knock back a few cold ones on a weeknight. I'm sure the creative execs would do it for me had this been my brilliant idea.
I actually caught wind of this campaign long before I had seen a commercial. I was at a local patio bar with a group of friends when they started impersonating Jonathan Goldsmith, the actor in the spot, with their own renditions of his one-liners. (I must point out, that out of 45 or so entries on imdb.com, it seems these spots are the most noteworthy for Goldsmith.) I won't lie and say I got it AT ALL, nor will I admit it was very funny. But if anything, it did intrigue me. It isn't often that a group of guys, on a Friday night, at a bar, bring up a commercial and talk about it in a good way (unless of course it's Paris Hilton trying to sell Carl's Jr. hamburgers by washing a car in her bikini). It wasn't until after a pocket-sized portion of research did I actually get what these character friends of mine were doing, and after seeing the spots it made complete sense and made me laugh out loud (which is antonymous to LOL). The funniest part was knowing these characters decided to drink Dos Equis merely in hopes of setting the stage for their improv parody of MIM. It made the night.
My course of study and my profession always lead me to question any great campaign and how it relates to dollars. It's common knowledge that it costs tons of money to write and produce TV spots (and that doesn't factor in the cost of air time which is beyond ludicrous), but how does it relate to a company's bottom line?
In 2007, Heineken increased its marketing budget in the United States by 53% to continue to beef up the sales of Dos Equis and Tecate. USA Today reported that in 2006 and 2007, Mexican beer accounted for half the import market and sales were up 15% and thought to continue on the incline. The Mexican beer market has been hot for a few years so it only makes sense to put your money (advertising dollars) where your mouth is. Literally.
I searched all over this thing we call the world wide web and I didn't come across any concrete numbers on how the MIM campaign correlates into sales for Dos Equis (also Heineken). Dos Equis has cultivated a multi-faceted campaign over the years to include cooler promos (the frosted doors of convenience stores to entice last minute decision makers to choose their brand in lieu of their neighboring cerveza), Breeders' Cup Sponsorships, partnership programs and more so it's nearly impossible to know the exact fiscal impact (unless you're privy to financial statements).
If anyone knows a website or statistic to showcase how business and sales have increased (or decreased for that matter) for Dos Equis please let me know. Meaty numbers aside, I know this campaign has sold at least one six pack (I'm such a rebel-I've already consumed half). CNN also reports because of popular demand these spots will segue into a five-show reality series creating an extension of the media campaign but a spin-off in the search for the "Most Interesting Assistant" to assist the "Most Interesting Man". Go figure. Check out the Dos Equis website where hundreds of people have already applied for this gig (www.staythirstymyfriends.com). I simply cannot find it in my bones to discriminate reality TV because I will be waiting for this series with baited breath (and probably the commercials too).