Dos Equis Teams with the Most Interesting Man in the World to Launch Breakthrough Campaign.Encourages Premium Beer and Spirits Drinkers to "Stay Thirsty My Friends" WHITE PLAINS, N.Y. -- Dos Equis Dos Equis is a Mexican beer. It was first crafted in Mexico by the German brewmaster Wilhelm Hasse in 1897. Originally called "Siglo XX" ("20th century"), the brand was named to commemorate the arrival of the new century; since the Spanish language uses Roman numerals for , a FEMSA Cerveza FEMSA Cerveza is the holder of a brewery company, the Cuauhtémoc Moctezuma Brewery. It is owned by Fomento Económico Mexicano, S.A. (FEMSA) (cerveza is Spanish for beer). product exclusively imported to the United States United States, officially United States of America, republic (2005 est. pop. 295,734,000), 3,539,227 sq mi (9,166,598 sq km), North America. The United States is the world's third largest country in population and the fourth largest country in area. by Heineken USA (HUSA), today launched a new integrated marketing campaign delivered by the Most Interesting Man in the World. According to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. market research by Millward Brown Millward Brown is a market research company,[2] with its headquarters based in the UK. Millward Brown was the first company to provide continuous tracking studies, and has researched more ads and more brands than any other research company. , the TV ad is in the top five percent of most enjoyable ads in U.S. research history, posturing the Most Interesting Man to become pop culture's next brand-recognized advertising icon. In addition to the breakthrough TV spots, the campaign also includes print, interactive, OOH and event marketing components that punctuate punc·tu·ate v. punc·tu·at·ed, punc·tu·at·ing, punc·tu·ates v.tr. 1. To provide (a text) with punctuation marks. 2. Dos Equis as the premium beer for those who want to live more interesting lives. The campaign 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 Noun 1. catchphrase - a phrase that has become a catchword catch phrase phrase - an expression consisting of one or more words forming a grammatical constituent of a sentence : "Stay thirsty my friends." The advertising campaign captures the Most Interesting Man's witty advice, colorful commentary and incredulous tales of past experiences. With an unmatched suave and distinguished charisma, the Most Interesting Man appeals to the key Dos Equis consumer - adult men who live or aspire to aspire to verb aim for, desire, pursue, hope for, long for, crave, seek out, wish for, dream about, yearn for, hunger for, hanker after, be eager for, set your heart on, set your sights on, be ambitious for live "interesting" lives. Dos Equis' advertising agency, Euro RSCG Euro RSCG is an advertising agency network with global operations headquartered in New York. It is the main advertising agency network of the French communications group Havas, and is ranked 5th largest network according to Advertising Age Magazine, with over 233 offices in 75 Worldwide, developed a series of 15 and 30 second spots, scheduled to launch the week of April 16, in which the Most Interesting Man offers various "food for thought," such as: * Advice on Careers - "Find out what it is that you don't do well, and then don't do it." * Observations on "Packages" - "If you can see the coins in a man's pocket, he'd better use them to call a tailor." * Feelings on "Mixed Nuts" - "Don't allow these to coerce you to drink, but if you do, choose Dos Equis." Similar to the televised spots, the print campaign will launch in May books and run a series of the Most Interesting Man's comments on topics like "Being Boring" and "Happy Hour" in major lifestyle and local magazines, including Stuff, the national print partner. "When you look at what is driving the beer market, you see a strong consumer trend toward 'trading up' or premiumization. This campaign is designed to leverage the premium market and demonstrates the attitude, interest and taste of the Dos Equis target consumer who will connect with the Most Interesting Man," said Willem van der Hoeven, Brand Director, Dos Equis. "We feel it's important to engage the beer and spirits drinker in their own language and on their own terms." Already a solid player in the thriving Mexican Import category, Dos Equis is launching this campaign to extend its position within the premium import beer and spirits space. HUSA conducted extensive research on this comprehensive campaign to "crack the code" for engaging consumers in a way they have never been approached before. Quantitative testing conducted by marketing research consultants, Millward Brown, has revealed that the new Dos Equis TV ad campaign is one of the most enjoyable (top 5%) ads ever tested in the U.S. by Millward Brown. The research consultant also uses a proprietary Awareness Index (AI) to predict an ad's ability to generate awareness. The results are evidence that the campaign is poised to engage consumers and catapult Dos Equis beyond the Mexican Imports sector into the general beer and spirits market. In addition to introducing the world to its Most Interesting Man, the campaign also creates a call to action in which consumers can apply to become his next assistant. Euro RSCG 4D takes the Most Interesting Man to the Internet, giving visitors of StayThirstyMyFriends.com (live as of April 2) a glimpse into the life of the Most Interesting Man. It showcases his objects of interest and offers a formal application and interactive games of wit for viewers to test their skills. Euro RSCG Magnet also leads the public relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most effort, including non-traditional marketing and media communications to extend the reach of the World's Most Interesting Man. About Heineken USA Heineken USA Inc., the nation's premier importer, is a subsidiary of Heineken International Heineken International is a Dutch brewing company, founded in 1864 by Gerard Adriaan Heineken in Amsterdam. As of 2006, Heineken owns over 130 breweries in more than 65 countries and employs approximately 57,557[1] people. BV, which is the world's largest most international brewer. Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand, Heineken Premium Light Heineken Premium Light is a light beer brewed by Heineken for the United States market. It was introduced in 2005. The beer has less calories, less carbohydrates, and less alcohol than lager beers such as the Heineken Pilsener. The beer has 3.3% alcohol by volume. , Amstel Light, a leading imported light beer brand, and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Sol, Carta Blanca, Bohemia and the new Tecate Light brands from FEMSA Cerveza of Mexico. Please visit EnjoyHeinekenResponsibly.com. |
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