The Most Interesting Branding Lesson In The World

When I say “The Most Interesting Man In The World,” what do you think of?

Maybe you think of beer.

Maybe you think of Dos Equis beer.

But you probably think of a well-dressed older man surrounded by beautiful women and adventure.

C’mon. I don’t even need to write a caption and this picture evokes all the images and words, right?

The Most Interesting Beer Campaign

Since 2007, actor Jonathan Goldsmith was the spokesperson for Dos Equis beer, playing the role of The Most Interesting Man In The World. (source)

I loved that branding effort (a lot!) and his commercials continue to be some of my favorite commercials ever made. They are charming, funny, memorable, sharable, and re-watchable.

And here’s anecdotal proof that marketing works: I never drank Dos Equis before seeing those commercials but I spent a lot of money on Dos Equis after seeing them! (I don’t always spend money on Dos Equis. But when I do, it’s because I just spent an hour binge-watching a bunch of Dos Equis commercials.) I know I’m not the only one swayed by this marketing campaign.

(Want to read more about branding, marketing, and beer spokespeople? Check out this blog post I did from way back in the day!)

Even Goldsmith’s sign-off tagline — “I don’t always drink beer. But when I do, I prefer Dos Equis” — has become a meme, which I guess is some kind of indicator of how embedded into our culture The Most Interesting Man really is!

Then something changed…

A NEW Most Interesting Man?

In 2016, Goldsmith’s contract with Dos Equis ended and they chose to replace Goldsmith with a younger Most Interesting Man In The World.

The “new” Most Interesting Man In The World continues to represent Dos Equis in commercials that feel very similar to Goldsmith’s commercials. His replacement does similar things and sounds similar…

Looks familiar, right? The commercial has all the same beats/storylines/messages. On the surface, it was the passing of a baton and we should all continue staying thirsty because of this new guy, right?

But does anyone care anymore?

Look, I’m not trying to be an old curmudgeon by saying that I hate change and can’t tolerate a new face on an old campaign. I get that companies have to do that. There are probably many legit business reasons why Dos Equis chose to replace Goldsmith. And maybe Dos Equis is continuing to see success with the new guy. Awesome.

BUT… Goldsmith was the original Most Interesting Man. Dos Equis assumed that the mantle of “The Most Interesting Man In The World” could be moved from one person to the next, simply by creating similar commercials.

Goldsmith proved them wrong. He proved that HE is The Most Interesting Man In The World.

Want to know the true power of the brand? Want a lesson in being a legend and in brand portability?

Fast forward to 14 seconds into this video to watch Goldsmith say less than 10 familiar words and instantly transport the full cache of HIS brand over to Astral Tequila…

Or go over to AstralTequila.com and skip all that fast-forwarding nonsense.

In less than 10 words, Goldsmith shows us the true power of a brand, brand portability, and how HE continues to be The Most Interesting Man In The World.

(Bonus reading: Does anyone remember in The Dukes Of Hazzard when Bo and Luke Duke were gone for a season? They were replaced by weirdly similar cousins… Coy and Vance Duke… The show sucked and the original actors were brought back on.)

 


Aaron Hoos, writerAaron Hoos is a writer, strategist, and investor who builds and optimizes profitable sales funnels. He’s the author of several books, including The Sales Funnel Bible.