The Most Interesting Man in the World

Actor Jonathan Goldsmith plays the Most Interesting Man in the World

The Most Interesting Man in the World is an advertising campaign for the Dos Equis brand of beer, produced by the marketing firm Euro RSCG for Cuauhtémoc Moctezuma Brewery.^[1] The ads feature Jonathan Goldsmith as "the world's most interesting man" and are narrated by Frontline's Will Lyman.^[2] Goldsmith has stated that his friend, actor Fernando Lamas, was an inspiration in creating the character.^[3] The advertisements first began appearing in the United States in 2006.

Sales strategy and results

The agency's rationale for the brand strategy was defined thus; "He is a man rich in stories and experiences, much the way the audience hopes to be in the future. Rather than an embodiment of the brand, The Most Interesting Man is a voluntary brand spokesperson: he and Dos Equis share a point of view on life that it should be lived interestingly."^[4] According to the company, U.S. sales increased each year between 2006-2010^[5] and tripled in Canada in 2008^[6], although exact figures were not provided. Sales of Dos Equis said to have increased by 22% at a time when sale of other imported beer fell 4% in the U.S.^[6]

Goldsmith recently said in an interview that he realized how successful the campaign had been when a man came up to him in a restaurant, telling him that he had asked his young son what he wanted to be when he grew up, and the boy replied, "I want to be The Most Interesting Man In The World".

Notes

1. ^ Helliesen, Gunnar (04/7/2010). "The most interesting ad in the world". Seattle Post-Intelligencer.
2. ^ Forbes, Paula (5/4/2009). "Every Video from Dos Equis' The Most Interesting Man In the World Ad Campaign".
3. ^ Paumgarten, Nick (February 7, 201). "INTERESTING". The New Yorker Magazine. http://www.newyorker.com/talk/2011/02/07/110207ta_talk_paumgarten. Retrieved October 07, 2011. 
4. ^ Francis Pruett. "The Most Interesting Beer Campaign in The World?". The Witty Barman Guide. http://barmanguide.com/component/content/article/29-beer-thoughts/260-the-most-interesting-beer-campaign-in-the-world.html?directory=1. Retrieved 2010-10-15. 
5. ^ Austin Carr (2010-07-26). "Why The Most Interesting Man in the World Moves More Units Than Old Spice Guy". www.fastcompany.com. http://www.fastcompany.com/1674547/the-most-interesting-man-in-the-world-dos-equis. Retrieved 2010-08-03. 
6. ^ ^{a b} Kate Lunau (2009-08-13). "King of beer sales, amigo". Maclean's. http://www2.macleans.ca/2009/08/13/king-of-beer-sales-amigo/. Retrieved 2011-10-18. 

External links

• Dos Equis website
• The Most Interesting Man In the World The original site with comments by the campaign copywriters as well as all the actual videos used in the campaign
• "Articles of fandom" - PacificSticker - October 16, 2010
• Dos Equis videos
• SportsCenter parody with The World's Most Interesting Analyst starring Barry Melrose. (YouTube video)