MERCADEO Versión en español
Dos Equis Unveils its First Commercial of The New Most Interesting Man
Liz Unamo| 25 de octubre de 2016
La campaña actualizada está protagonizada por un personaje más interactivo
Align with the legendary The Most Interesting Man, a campaign for Dos Equis Beer created a decade ago by Havas Worldwide, the brand released on Tuesday 25th a full-length commercial, Airboat, revealing more of the character’s mystique and depth. “While Legend Lines continue to be the backbone of our campaign, a lot has changed with the rollout of the evolved character” said Andrew Katz, VP of Marketing at Dos Equis. The creative evolution of the campaign is deeply rooted in research that the meaning of interesting has changed over the past decade: 84% of men think that what is interesting today is different from what was interesting a decade ago. Therefore the new commercial portrays how the creative and character have evolved to be interesting to today’s millennial beer drinkers 21 and older. Katz said that the main character is edgier than before, and that they’ve also modified the “Stay Thirsty, My Friends” tagline at the end of each commercial. “Staying true to the innate brand DNA” he explained. “With a faster pace and more energy, we’re reinvigorating and modernizing one of the greatest campaigns” said Toygar Bazarkaya, CCO of the Americas at Havas. The commercial also includes a new character: an adventurous female travel companion who goes head-to-head to the Most Interesting Man. The Most Interesting Man campaign will also be synced with Dos Equis’ College Football Playoff sponsorship, and will be featured in two additional football-themed commercials running from the Playoff through the College Football Playoff National Championship on January 9th, 2017.
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