The Dos Equis drinker is only as interesting as a Budweiser drinker

Tom Dougherty, CEO – Stealing Share

27 August 2010

The Dos Equis drinker is only as interesting as a Budweiser drinker

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?

See more posts in the following related categories: Beer Beer Brand Messages Budweiser Dos Equis

0 Comments

Submit a Comment

Your email address will not be published. Required fields are marked *

Use Nextdoor, get rid of Facebook

  Nextdoor   Tom Dougherty, CEO - Stealing Share 11 December 2018 Use Nextdoor, get rid of Facebook About a year or so ago, I kissed Facebook goodbye. Much to my surprise, it’s making me use NextDoor more. My withdrawal from online communities probably isn’t a shocker...

Brand purpose is not what many think it is

  Brand Purpose   Tom Dougherty, CEO - Stealing Share 10 December 2018 Brand purpose is not what many think it is So, the marketing term of the year is Brand Purpose, as chosen by the Association of National Advertisers. And what do they use to demonstrate such a term...

Retail market changes are akin to climate change

  Retail market changes   Tom Dougherty, CEO - Stealing Share 6 December 2018 Retail market changes are akin to climate change Are you paying attention to the many retail market changes? I am. Some fundamental changes are afoot. I believe the days of large generalized...

Share This