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staff picks

Michelle / Dos Equis "old school meets new school"
Check out my thoughts on why the Dos Equis campaign is so refreshing! Stay thirsty>

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Michelle / Dos Equis "old school meets new school"
I have to admit one of my favorite campaigns that I have seen recently is the Dos Equis "The Most Interesting Man in the World" campaign. The tv commercials are great humorous takes on the "machismo" while actually reaching the male audience – as well as the female audience. So I wondered if the "old school" tv commercials also carried over to "new school" web, social media, etc.? I went to dosequis.com - ¡es verdad! The campaign does carry over into the web site, twitter, facebook and there is even a tour - “Most Interesting Show in the World” …Yeah, I bet you didn’t know about all that! How amazing that you read, learn about and become friends with a person who doesn’t exist! It’s like being facebook friends with Tony the Tiger. Both are characters that promote a product that you enjoy and want more of because you identify with the character – whether you're 4 years old and love cereal or 40 and like a beverage that makes you feel just that cool (and it is a tasty beverage). The timing is great too. Take notice next time you see the commercials. The commercials air for a month or two on very selected times and networks so they don’t get stale and lose their target audience due to oversaturation. NOTE: I am guessing you will see a new series of these during the NFL playoffs.

That is how a great campaign works! All the elements and media tie in all the ways to “touch” the audience and keep them engaged in your product. Dos Equis must be doing something right – their sales went up by 18% in the month of June when the commercials were running (according to Ad Age). Go check it out dosequis.com and Stay thirsty, my friends.