Unexpectedly Intriguing!
May 10, 2007

The best advertising in the world is dedicated to convincing potential consumers that they should consume a particular kind of beer.

Don't believe us? Try Dos Equis' new Most Interesting Man in the World marketing campaign, which "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 agency behind the ads, EURO RSCG, has deliberately aimed at the upscale beer consumer:

For Euro RSCG, the spot is a conscious attempt to elevate the often-lowbrow imagery associated with beer ads. "The stain of the Swedish bikini teams still lingers. Those kinds of ads are targeted at beer-drinking morons," said Jeff Kling, ecd at Euro RSCG in New York. "We saw this as an opportunity to talk to people a little differently. It portrays a different kind of drinker."

Not everyone thinks the ads will succeed in establishing Dos Equis' desired brand identity. In our view, the pacing of the ads themselves stand out among other beer commercials and the content offers insights into the Hemingwayesque character of the Most Interesting Man in the World and his views, which we believe is right in line with Dos Equis' targeted market. Here's a sampling of those insights and views:

On careers: "Find out what it is that you don't do well, and then don't do that thing."

About him: "He's a lover, not a fighter. But he's also a fighter, so don't get any ideas."

"His beard alone has experienced more than a lesser man's entire body."

"And when he orders a salad, he doesn't get the dressing on the side, he gets it right on top of the salad. Where it belongs. Where there's no turning back."

And, here's one of the television commercials:

What else can we say? Stay thirsty, my friends!

Labels: , ,

About Political Calculations

Welcome to the blogosphere's toolchest! Here, unlike other blogs dedicated to analyzing current events, we create easy-to-use, simple tools to do the math related to them so you can get in on the action too! If you would like to learn more about these tools, or if you would like to contribute ideas to develop for this blog, please e-mail us at:

ironman at politicalcalculations.com

Thanks in advance!

Recent Posts

Stock Charts and News

Most Popular Posts
Quick Index

Site Data

This site is primarily powered by:

This page is powered by Blogger. Isn't yours?

CSS Validation

Valid CSS!

RSS Site Feed

AddThis Feed Button


The tools on this site are built using JavaScript. If you would like to learn more, one of the best free resources on the web is available at W3Schools.com.

Other Cool Resources

Blog Roll

Market Links

Useful Election Data
Charities We Support
Shopping Guides
Recommended Reading
Recently Shopped

Seeking Alpha Certified

Legal Disclaimer

Materials on this website are published by Political Calculations to provide visitors with free information and insights regarding the incentives created by the laws and policies described. However, this website is not designed for the purpose of providing legal, medical or financial advice to individuals. Visitors should not rely upon information on this website as a substitute for personal legal, medical or financial advice. While we make every effort to provide accurate website information, laws can change and inaccuracies happen despite our best efforts. If you have an individual problem, you should seek advice from a licensed professional in your state, i.e., by a competent authority with specialized knowledge who can apply it to the particular circumstances of your case.