Based on the persuasive idea that effective brands tell the customer or prospect more about who the customer is when they use the brand than about the product or company, you would think that Dos Equis really nailed it.
After all, promoting the brand by claiming “the most interesting man in the world” as the brand spokesperson would make sense. It seems a lot more meaningful than the simple “cool” and “irreverent” brand espoused by the Bud franchises or the “COLD” erroneously claimed by Coors. But, there is something very wrong with the campaign and brand promise.
The campaign is a farce and a fascicle presentation because it is always greated with a wink and a nod. No one takes it seriously.
Too bad. The beer would be a powerful brand if, after seeing a message, I actually believed that only the most interesting people drink Dos Equis. If based upon that execution, the customer would fill in the blanks and the brand would be gangbusters.
It does not. All it does is make the viewer feel they are cool enough to be in on the joke. In other words, the brand promise is a lot like Budweiser’s. And, we all know who wins the copycat game: The market leader. What’s next? Well maybe Dos Equis will tell us that their beer is Beachwood aged?