SOURCE: Heineken USA

March 17, 2010 12:55 ET

At Museums He's Allowed to Touch the Art: Dos Equis "Most Interesting Man" Continues to Take Interesting to the Next Level

Award-Winning Campaign to Feature More New Creative Elements Than Ever Before in Second Year of National Rotation

WHITE PLAINS, NY--(Marketwire - March 17, 2010) - Dos Equis, the premium Mexican beer, launched the first in a new series of creative designed around the "Most Interesting Man in the World" -- the aspirational icon who embodies the interesting persona Dos Equis consumers aspire to be. 

The evolution of this campaign will introduce consumers to the most comprehensive collection of Most Interesting Man content yet, spanning national television, print, radio, out-of-home and digital media. The television campaign is headlined by two new, 30-second spots, the first of which takes the Most Interesting Man from ice fishing in the Arctic to a fortuitous rendezvous on a train to a sheer cliff feeding orphaned birds. It is poised to delight consumers with quotable lines such as: "He wouldn't be afraid to show his feminine side, if he had one." "His mother has a tattoo that reads Son." "At museums he's allowed to touch the art."

A supporting cast of five 15-second "wisdom" spots will also run throughout the rotation. In the past, these pithy spots have included The Most Interesting Man's opinion on roller blading, tanning beds and pick-up lines. The two new spots share his POV about Manscaping ("I have no idea what this is"), and Lady Luck ("Be wary of a woman who only shows up when you are winning").

For the first time, the brand is also introducing a new format designed specifically for the digital space, enabling consumers to spend more time with the ads and easily share them with their friends. Two new 15-second spots, which will break online in mid-March, will track the Most Interesting Man through the Amazon jungle and to mountain hot springs with snow monkeys. 

"Last year we were thrilled to see such a positive response from our consumers and the media to the national launch of the Most Interesting Man in the World campaign," says Kheri Holland-Tillman, vice president of marketing, Dos Equis. "This year, we're excited to roll out new creative that will continue to build on the iconic Most Interesting Man character and his legendary life experiences that resonate so strongly with our audience."

360 Degree Marketing
There are also four new executions in the out-of-home space where the creative will not only include the end line, "Stay Thirsty My Friend," but will also provide the Most Interesting Man's always intriguing sage advice. Consumers will see keepers like "The bulk of your life should be off the record," and "Cheating is only in good taste when it involves death," and "If you didn't use your back-up plan, you played it too safe," and "Some people know more than you. Listen to those people."

In the print space, Dos Equis is launching with placements in targeted local publications that feature the Most Interesting Man's take on Making an Exit ("People should be happier to see you arrive, than when they see you go"). Rounding out the integrated marketing mix is an aggressive local radio campaign that will start airing in mid-March.

Adult consumers can visit www.dosequis.com to receive witty advice, colorful commentary and read about the incredulous tales of the Most Interesting Man's past experiences. Fans can also experience the Dos Equis Most Interesting Academy activities, which enlist leaders in various fields to give consumers lessons on how to lead more interesting lives.

New applications and content on the Dos Equis Facebook page will continue to engage consumers on a personal basis and provide them the opportunity to share their own passion for the brand. The Dos Equis Facebook page has been highly successful with over 180,000 fans. More importantly, it is one of the highest active pages by fans in the beer category.

About Heineken USA
Heineken USA Inc., the nation's premier beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. For a safe ride home, download the Heineken USA-sponsored Taxi Magicapplication from your smartphone. Please visit www.EnjoyHeinekenResponsibly.com.