Wow! He’s bilingual. He’s lanky and athletic with long hair and a beard. Handsome. He will become THE symbol of bumbling a good thing in marketing. He is – The most uninteresting French actor in the world.
The only question is how much $ will be sunk trying to prop up a strategy that is D.O.A. ?
According to Dos Equis marketing execs involved in “reinvigorating and modernizing” The Most Interesting Man In The World, there are 3 key differences between the old campaign and the new one:
1- “Women played a supporting role in the old campaign. They often appeared in sexy outfits and fawned over the Most Interesting Man. In the new spot, a female co-star is put on equal footing with Him”
2- “the ad plays out entirely in the present era.” The old ads “suggested a bygone era”.
3- Dos Equis has changed its tagline from “Stay Thirsty, My Friends,” to “Stay Thirsty Mis Amigos”.
Not only is all this nonsense Kryptonite to the character, but the content awareness of football themed advertising has Dos Equis chasing after content it once transcended. You see, kicking a football made out of a coconut between two giraffes just isn’t cool and the tagline “He played college football in high school.” Just isn’t funny.
The crazy cool pops’ that was great with the ladies and oozing old school manliness was the hook people. Where I’m from they would say “it had balls”. Not anymore…
“The temptation of a marketing director is to kill good ideas”, said Heineken USA Chief Marketing Officer Nuno Teles.
Hey, at least he’s not afraid to admit it…
