Maybe you think of beer.
You are watching: New most interesting man in the world sucks
Maybe you think of Dos Equis beer.
But you probably think of a well-dressed older male surrounded by beautiful womales and adundertaking.
C’mon. I don’t even must write a inscription and also this photo evokes all the images and words, right?
The Many Interesting Beer Campaign
Because 2007, actor Jonathan Goldsmith was the spokesperboy for Dos Equis beer, playing the function of The Most Interesting Man In The World. (source)
I loved that branding effort (a lot!) and also 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 before drank Dos Equis before seeing those commercials but I spent most money on Dos Equis after seeing them! (I don’t constantly spend money on Dos Equis. But once I execute, it’s bereason I simply spent an hour binge-watching a bunch of Dos Equis commercials.) I recognize I’m not the just one swayed by this marketing project.
(Want to check out more around branding, marketing, and also beer spokespeople? Check out this blog post I did from means earlier in the day!)
Even Goldsmith’s sign-off tagline — “I don’t constantly drink beer. But as soon as I perform, I prefer Dos Equis” — has actually end up being a meme, which I guess is some kind of indicator of exactly how embedded into our society The Most Interesting Man really is!
Then somepoint changed…
A NEW Many Interesting Man?
In 2016, Goldsmith’s contract via 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 recurrent Dos Equis in commercials that feel very similar to Goldsmith’s commercials. His replacement does similar points and also sounds similar…
Looks acquainted, right? The commercial has all the exact same beats/storylines/messperiods. On the surface, it was the passing of a baton and also we need to all continue remaining thirsty because of this brand-new man, right?
But does anyone care anymore?
Look, I’m not trying to be an old curmudgeon by saying that I hate change and also can’t toleprice a brand-new face on an old project. I gain that suppliers need to carry out that. There are most likely many kind of legit service reasons why Dos Equis made a decision to relocation Goldsmith. And probably Dos Equis is proceeding to watch success via the brand-new guy. Awesome.
BUT… Goldsmith was the original Most Interelaxing Man. Dos Equis assumed that the mantle of “The Most Interesting Man In The World” can be relocated from one person to the following, simply by producing equivalent commercials.
Goldsmith verified them wrong. He verified that HE is The Many Interesting Man In The World.
Want to know the true power of the brand? Want a lesson in being a legfinish and in brand also portability?
Quick forward to 14 seconds right into this video to watch Goldsmith say less than 10 acquainted words and also instantly transport the full cache of HIS brand over to Astral Tequila…
Or go over to AstralTequila.com and also skip all that fast-forwarding nonsense.
In less than 10 words, Goldsmith mirrors us the true power of a brand, brand portcapacity, and also how HE continues to be The Many Interelaxing Man In The World.
See more: Does Google Hangouts Use Data, Does Hangouts Use Wifi Or Data
(Bonus reading: Does anyone remember in The Dukes Of Hazzard when Bo and also Luke Fight It Out were gone for a season? They were replaced by weirdly equivalent cousins… Coy and also Vance Duke… The show sucked and the original actors were lugged back on.)
Published by Aaron HoosAaron Hoos is a writer, strategist, and also investor who builds and also optimizes profitable sales funnels. He is the author of The Sales Funnel Holy bible and also other books.View more posts
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