The Most Interesting Man in the World
Encyclopedia
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
. The ads feature Jonathan Goldsmith
as "the world's most interesting man" and are narrated by Frontline's Will Lyman
. Goldsmith has stated that his friend, actor Fernando Lamas
, was an inspiration in creating the character. The advertisements first began appearing in the United States
in 2006.
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".
Euro RSCG
Euro RSCG Worldwide is one of the largest integrated marketing communications agencies in the world, made up of 233 offices located in 75 countries throughout Europe, North America, Latin America, Asia Pacific and the Middle East. Euro RSCG provides advertising, marketing services, corporate...
for Cuauhtémoc Moctezuma Brewery
Cuauhtémoc Moctezuma Brewery
Cuauhtémoc-Moctezuma Brewery is a major brewery based in Monterrey, Nuevo León, Mexico, founded in 1890...
. The ads feature Jonathan Goldsmith
Jonathan Goldsmith
Jonathan Goldsmith is an American actor. He began his career on the New York stage, then started a career in film and television. He appeared in several TV shows in the 1960s, 1970s, 1980s, and 1990s...
as "the world's most interesting man" and are narrated by Frontline's Will Lyman
Will Lyman
William Lyman is an American voice-over artist and actor, perhaps best known for his polished, resonant voice that has narrated the PBS series Frontline since its second season in 1984. Lyman has made a successful career in television and theater...
. Goldsmith has stated that his friend, actor Fernando Lamas
Fernando Lamas
Fernando Álvaro Lamas was an Argentine-born actor and director, and the father of actor Lorenzo Lamas.-Early life and career:...
, was an inspiration in creating the character. The advertisements first began appearing in the United States
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
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." According to the company, U.S. sales increased each year between 2006-2010 and tripled in Canada in 2008, 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.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".
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
- SportsCenterSportsCenterSportsCenter is a daily sports news television show, and the flagship program of American cable network ESPN since the network launched on September 7, 1979. Originally broadcast only daily, SportsCenter is now shown up to twelve times a day, replaying the day's scores and highlights from major...
parody with The World's Most Interesting Analyst starring Barry MelroseBarry MelroseBarry James Melrose is a former player and head coach in the National Hockey League, as well as a current commentator and hockey analyst for ESPN.-Playing career:...
. (YouTubeYouTubeYouTube is a video-sharing website, created by three former PayPal employees in February 2005, on which users can upload, view and share videos....
video)