The most interesting beer in the world… the Dos XX (Equis) beer
When most people used to think about beer, they probably first thought about Germany and Oktoberfest. They may think about Guinness from Ireland and of course the classic American beers like Budweiser, Coors, etc.. For Mexico at best they probably knew about Corona and its well known clear glass bottles. They may not have thought much about other beers from Mexico. That all changed thanks to “The Most Interesting Man in the World” (or MIM) advertisements, Dos XX became widely known. In fact Dos XX (Equis) beer has a pretty interesting history.
From Germany to Mexico
Master brewer Wilhelm Haase, who was originally from Germany, dreamed of becoming a legend for brewing Mexican beer. He created Dos Equis lager in 1897 after he immigrated to Mexico. His approach was to combine his love for his homeland with the new and wonderful tastes and traditions of his new home. Originally, Haase named the brew “Siglo XX” which means “Twentieth Century.” The name Dos Equis comes from the Roman numeral for twenty, which is XX, or two Xs. Dos Equis XX Amber has been available in the United States since 1973 when it was first imported from Mexico.
From a virtual unknown into an amazing beer sensation — thanks to their famous ad campaign
Produced and bottled by Cuauhtémoc-Moctezuma Brewery, which is based in Monterrey and Nuevo Leon, Mexico, Dos Equis has become one of the most well known beers produced in Mexico. The Dutch brewing company Heineken International purchased the brewery which produces Dos Equis in 2010.
Even though Dos Equis XX Amber has been available in the US for nearly 40 years, it was not always the sensation it is today. The notoriety surrounding this beer today is directly attributed to a marketing campaign that began in 2006. “The Most Interesting Man in the World” advertising began in earnest in 2009 and the results were remarkable.
How did Dos Equis come up with such brilliant marketing strategy?
Who came up with this advertising campaign and how did they come up with it? The marketing firm was Euro RSCG. Their website listed their challenges as being:
- Determine a way to present the Dos Equis brand to create awareness,
- Decide how to present the beer in a way to pique curiosity enough to make people purchase the beer, and
- Come up with a plan to present the beverage that went beyond the image most people had of Mexican culture.
Compilation of the Dos Equis Beer Commercials – The Most Interesting Man in the World
Their marketing research indicated that people who drank beer were tired of being seen as “average,” rather they wanted to be thought of as being someone extraordinary. Their approach was to create a personality who was not going to be seen as competition but who has lived a full life with experiences those drinking Dos Equis may want to emulate. Finally, the idea shared in the campaign, and by the Most Interesting Man in the World, is that ”life should be lived interestingly.” They also wanted to inject some humor into the ads to make them fun and memorable.
If you have yet to see a Dos Equis XX Lager advertisement, you don’t know what you have been missing. The ads feature actor Jonathan Goldsmith as a 70ish man who has traveled the world and who has performed amazing and very unbelievable feats during his lifetime.
It is unlikely you have visited the globe trotting locations shown in the advertisements, but thats not the point. You will see the Most Interesting Man in the World winning an arm-wrestling match while in a South American location or shooting a cue ball off the mouth of a gentleman (who is lying on the pool table) and completing a trick shot. He has also been seen in a number of other locations, always of course always surrounded by beautiful young women.
These advertisements have statements like “The police often question him, just because they find him interesting” and “Sharks have a week dedicated to him.” You will also hear the following at statement before the end of the commercial, “I don’t always drink beer. But when I do, I prefer Dos Equis.” Remember the sign-off for the ads, “Stay thirsty, my friends.”
Jonathan Goldsmith retired from playing the most interesting man in the world and was replaced by a new face – Augustin Legrand. They ads have also taken on a new approach that they describe as a “contemporary twist to the legendary character.” One change is the first lines this French actor delivers are actually in Spanish. The new MIM will be focused more on adventure and also targeting a more hispanic audience.
The original MIM is a hard act to follow. It will be interesting to see if the new ads can find the same level of success.
Useful related links:
- Dos Equis’ pitchman is Jewish actor living in Marina del Rey. | Hollywood Jew | Jewish Journal
- The Most Interesting Man in the World – Wikipedia, the free encyclopedia
- Cuauhtémoc Moctezuma Brewery – Wikipedia, the free encyclopedia
- Dos Equis Introduces Its New ‘Most Interesting Man,’ and He Sure Is Different