Beer ads typically appeal to regular folks. Guys mostly. Often getting the target market to, aided by the proper brand choice of course, imagine themselves:
- being more attractive to attractive women
- being more athletic in the company of athletic men
- having more fun at spectacular parties from beachfront bonfires to slick, big city apartments
- enjoying camaraderie with cool friends
- hanging out with professional athletes
In 2006, Dos Equis went against type, positioning their brand as the beer for the sophisticated drinker.
These ads were innovative, funny, and effective. And they all ended with The Most Interesting Man reminding you, “I don't always drink beer, but when I do, I prefer Dos Equis” to bring the message home.
The campaign featured the debonair (and older than the target demographic) Jonathan Goldsmith acting as the The Most Interesting Man in the World until 2016. The final ad with Goldsmith featured the Most Interesting Man taking off in a spaceship on a one-way trip to Mars.
Goldsmith was replaced by a younger actor, Augustin Legrand. When sales slumped, the character and the campaign were retired in 2018.
Why is he The Most Interesting Man in The World?
The talented copywriters on the campaign included claims to this auspicious recognition, including:
- If opportunity knocks, and he’s not at home, opportunity waits.
- In museums, he is allowed to touch the art.
- Once he ran a marathon because it was ‘on the way’.
- He has inside jokes with people he’s never met.
- Presidents take his birthday off.
- His 10-gallon hat holds 20 gallons.
- He once had an awkward moment, just to see how it feels.
- Bigfoot tries to get pictures of him.
- His tears can cure cancer; too bad he never cries.
- Bear hugs are what he gives bears.
- He is considered a national treasure in countries he’s never visited.
- His signature won a Pulitzer.
- When he goes to Spain, he chases the bulls.
- He is the life of parties that he has never attended.
- He lives vicariously through himself.
Stay Thirsty My Friends.
If you have about 20 minutes to spare, you might enjoy this reel of every "most interesting man in the world" commercial.