Defining a Brand

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!