A Masterclass YEEHA In Marketing And How It Can Apply To ANY Business
Ah, The Most Interesting Man in the World campaign by Dos Equis. It's an awesome masterclass in marketing. This campaign doesn't just grab your attention; it puts it in a headlock and makes it tap out.
(You’ll see why I love this campaign so much! 😎)
Let's start with the man himself: "His blood smells like cologne. His hands feel like rich, brown suede. The police often question him, just because they find him interesting.
He is… THE MOST INTERESTING MAN IN THE WORLD!" I mean, who the hell wouldn't want to be this guy? He's like James Bond, Indiana Jones, and Ernest Hemingway all blended into one smooth, debonair cocktail.
But here's the plot twist – Jonathan Goldsmith, the actor behind the persona, was just a regular guy with a few small acting gigs under his belt. It wasn't until he hit his 70s that he struck gold with this campaign. Talk about a late bloomer!
So, why is this campaign so bloody good?? It all comes down to timing and balls. When craft beer was taking over the U.S. and imported beer sales were circling the drain, Dos Equis did the unexpected.
While Budweiser was busy targeting the frat boy crowd and Yuppies, Dos Equis went after the sophisticated, worldly gentleman.
They basically said, "Aspire to be this interesting dude, and oh yeah, he drinks our beer." Ballsy and brilliant!
But don't think for a second they sacrificed humour for sophistication. Nope, they just upgraded from slapstick to witty one-liners that would make even the then Queen of England smirk.
And that catchphrase, "Stay thirsty, my friends"? It spread like wildfire, inspiring countless memes featuring Goldsmith's suave stare and riffs on "I don't always drink beer, but when I do, I prefer Dos Equis." It's the kind of viral phenomenon marketers dream about.
(Marketing is all about great ideas, and great ideas spread)
"They are seriously so bloody good!"
The campaign was so successful that it ran for nearly a decade, from 2006 to 2016. Sales of Dos Equis rose by 34.8% in the U.S. in the first five years alone.
But all good things must come to an end. In 2016, they decided to retire Goldsmith's character, but not without a bang.
They launched a final ad titled "Adios Amigo," featuring The Most Interesting Man in the World heading on a one-way mission to Mars. Talk about going out with style.
The Dos Equis campaign is proof that taking a risk and zagging when everyone else is zigging can pay off big time.
They didn't just sell beer; they sold a lifestyle, an aspiration.
And that, I think is pretty Coolio!
But This Doesn’t or Can’t Apply To My Business?
Really? You don’t think? So how could this type of creative apply to your small business or indeed any business?
Picture this: You own a small, family-run Italian restaurant. Instead of going the "Most Interesting" route, you create a character based on your dear, sweet Mama. "Mama Knows Best" becomes your catchphrase. In your ads, Mama dispenses wisdom about life, love, and of course, food. "Mama always says, 'A well-fed family is a happy family.' She's never wrong. Listen to Mama, and come to Gio's Trattoria for a meal that'll make you feel like family."
Or maybe you run a pet grooming business. You could create a character based on the idea of "The Dog Whisperer," but with a twist. Meet "The Fur Whisperer," a groomer so in tune with our canine companions that she can style a poodle's pompadour with a single, soothing whisper. "Stressed out Shih Tzu? Anxious Alsatian? The Fur Whisperer calms even the most skittish of pups. Bring your four-legged friend to Pawfection Grooming, and let The Fur Whisperer work her magic."
For a wine shop, you could introduce "The Grape Whisperer." She's a sommelier with an almost psychic ability to pair the perfect wine with any occasion. "Celebrating a promotion? The Grape Whisperer suggests a lively Prosecco. Nursing a broken heart? She's got a full-bodied Malbec that'll mend your soul. Visit Vino Virtuoso, and let The Grape Whisperer guide you to your new favourite bottle."
The possibilities are endless. The key is to create a character that's memorable, relatable, and a little bit unexpected. They should capture the essence of your brand, but in a way that surprises and delights your customers.
Remember, your brand ambassador doesn't have to be a literal representation of your business. Sometimes, the most effective characters are the ones that make people stop and think, "Hey, I wasn't expecting that from a [insert your business here]."
So get creative. Dream up a character that'll make your brand stand out from the crowd. Whether it's "The Yarn Whisperer" for a knitting shop or "The Meatball Maestro" for a food van, the right brand ambassador can take your business from bland to brilliant. All it takes is a little imagination and a whole lot of personality.
And that’s where I can help you too!
Let’s start getting Creative and start Doing it Differently!
Just drop me an E Mail at john@doingitdifferently.com or reply to this E Mail with WORLD and I'll get back to you.
Until then...
Just think about Doing It Differently?
Look, getting out of your comfort zone is sometimes hard; but whatever size business you are in, I’m your Strategist, Copywriter, Marketer and all round Brand LEDGE on tap.
This is Marketing from a real Marketer who knows his stuff.
John (Nick) The CreActivist Marketer who is Doing it Differently!
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