The most interesting man in the world

“Stay Thirsty My Friends”

This Marketing Moment is about an Advertising campaign, ‘The Most Interesting Man in the World’ for Dos Equis Beer. The ad featured a bearded, debonair old gentleman with humorous and outrageous voiceover orating the slogan “Stay Thirsty My Friends” The advertisements first appeared in the U.S. in 2006 and became a popular Internet meme.

The Most Interesting Man in the World was portrayed by an American actor Jonathan Goldsmith. He performs feats such as freeing an angry bear from a painful-looking bear trap, shooting a pool trick shot before an audience, winning an arm-wrestling match in a South American setting, surfing a killer wave, and more. At the end of the advertisement, he was usually shown sitting in a social setting surrounded by beautiful young women, and said, “I don’t always drink beer. But when I do, I prefer Dos Equis.” Each commercial ended with him stating the signature sign-off: “Stay thirsty, my friends.”

The agency’s rationale for this was that, “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.”

In the first year, sales went up significantly. Beer imported into the U.S. significantly flagged in 2009 as micro-breweries became popular and craft beer took over, and sales fell by about 4%. Dos Equis shot up 22%, thanks largely to the incredibly successful campaign that set the benchmark for what it meant to go viral for an advertisement.

Leave a Reply

Your email address will not be published.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