Dos Equis today launched the second part of a campaign in search of the “Most Interesting Man in the World” to the entire U.S. Basically, tying the fact that if you drink Dos Equis, you’ll become interesting or even MORE interesting than you already are. (I know that’ probably not possible for some of you.)
According to MediaPost, “two months ago, Dos Equis introduced its “Most Interesting Man in the World” to the entire U.S. via an expanded national advertising campaign. Now, it is giving consumers the chance to become — if not as interesting — at least more interesting.”
The site now offers a chance to “Sign up for the Academy” (so you can learn how to be interesting) via an expanded national advertising campaign. You can learn from interesting people like Bear Grylls (Man vs. Wild fame—or “I slept in a gutted camel” fame) or globe-trotting explorer Chris Fischer. Both of these men (and others to be named later.)
MediaPost quotes Paul Smailes, Dos Equis brand director saying “The brand is all about helping those who want to live a more interesting life. The Academy is an extension of that proposition.”
I think the campaign is good. They’ve done a good job kicking off the start of it two months ago, and to continue it they’ve rolled out the second phase. This is important. You want to continue the hard work of brainstorming the theme and make sure it’s not a short lived two month trip.They saw success and used it to build up the momentum for round 2. Bravo.
While I don’t necessarily associate Dos Equis with “interesting” (I associate it with Spring Break)—the brand going out and claiming that interesting is the word to go with the brand raises some questions in my head. People don’t usually describe themselves as interesting. Ask your co-worker to describe themselves in 3 words. You’ll probably get things like: Funny. Smart. Friendly. Good-looking. (OK, maybe that’s just what I get here at >carrot but you get my point.) Interesting isn’t necessarily an attribute that people immediately classify themselves as. People want to be seen as Smart or Ambitious. Athletic. Fun. Youthful. Well-read. Brands can capitalize on those words and associate themselves with them. Good examples: Disney. Pepsi. American Express. Apple. You can probably associate one word to each of those brands easily. We just did it. Try it out.
What do you think? How do you associate INTERESTING? Do you strive to be it and do you hope to be classified under that term? Are there other brands out there that you would purchase/associate yourself with to become more interesting? Let us know in the comments.
