What’s your opinion of the current Dos Equis campaign ‘The most interesting man in the world’? Would that change if I told you it was directly responsible for increasing sales by 15.4% last year in the U.S.? Why is that? According to AdAge, it’s a breakout idea. Here’s why: The vast majority of beer advertising features hot babes in minimal clothing, fancy cars, exotic locations or sophomoric humor. (And sometimes all of those at once.)
DO YOUR HOMEWORK (RESEARCH YOUR TARGET).
The Dos Equis campaign zigs while everyone else zags. So how did they come up with something so different? They based their strategy on target audience research. And this is what they discovered: More than anything else, beer drinkers really want to be seen as interesting by their friends. In other words it’s not about the beer (or even the taste), it’s how the beer makes them look. It’s what’s known as a badge. Just like a car, a cellphone or just about anything pertaining to fashion.
DARE TO BE DIFFERENT.
So that was the strategy. The target wants a beer that makes them look interesting. Not exactly a product-benefit approach is it? The brilliance of the creative that came out of the strategy is that they decided to make a parody of it. They didn’t attempt to show how Dos Equis will make you interesting. Instead, they came up with ‘The most interesting man in the world’. ‘If he were to pat you on your back, you would list it on your resume.’ In other words, they created a satire. It’s a very funny approach, but it still gets the strategy across. That’s the magic.
How does this approach compare with your own marketing efforts? Have you had the necessary conversations with your brand evangelists to find out what’s important to them? Have you created a strategy based on what they told you? Have you refined it down to a single, clear direction? And then, most importantly, have you come up with a highly creative approach that both entertains and goes against the grain of what you competitors are doing?
If this sounds like a lot to ask for, you’re right, it is. But this is what separates the best in the business from everyone else. And wouldn’t you prefer to work with the best?
INTEGRATE ALL YOUR MARKETING EFFORTS.
Oh, and lest we forget, there’s also a social connection. Dos Equis is running a promotion on Facebook where fans can submit a line that can be used in a commercial. Here’s one of the entries: ‘He once ran a marathon backwards, just to see what second place was like.’
Stay thirsty my friends.