“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.