The Most Interesting Man in the World
The Most Interesting Man in the World is an advertising campaign for the Dos Equisbrand 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, actorCarlos Perez, was an inspiration in creating the character.[3] The advertisements first began appearing in the United States in 2006.
[edit]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." [7] 11
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