Dos Equis is dumping the grey-haired spokesman known as the "Most Interesting Man in the World" for another actor.
The Mexican beer brand said Wednesday that the Most Interesting Man commercials will continue later this year without Jonathan Goldsmith, the 77-year-old actor who has appeared in Dos Equis ads since 2007.
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Andrew Katz, the brand's vice-president of marketing says Dos Equis is making the change to attract younger drinkers.
too bad - these commercials usually make me chuckle
__________________ "...and there goes Finger up the middle on Luongo!" - Jim Hughson, Av's vs. 'Nucks
Younger people LOVE meme's and you're getting tons of free viral advertising for your campaign but yes, you should change your unique idea to something else because if there's one thing marketers have shown, is how good they are at figuring out what catches on with youth...............
"We have a successful marketing campaign that spawns endless memes and gets us all kinds of free publicity. Let's see if we can destroy that!"
Quote:
Originally Posted by polak
lol.
Younger people LOVE meme's and you're getting tons of free viral advertising for your campaign but yes, you should change your unique idea to something else because if there's one thing marketers have shown, is how good they are at figuring out what catches on with youth...............
Advertising is about selling more of your product. If they're not selling more beer because of these ads, they're not effective ads, no matter how many memes the kids are making.
One of the biggest "viral" advertising campaigns of all-time was the "Where's the Beef?" campaign in the 80s. People bought t-shirts; tv shows quoted it; even Ronald Reagan quoted the line in a speech. The one thing it didn't do was sell a lot more burgers for Wendy's (a lot of people didn't even remember that it was Wendy's who they were advertising). They eventually replaced "Where's the Beef?" with the boring old Dave Thomas commercials, and their sales were better than ever.
It's not like the memes will disappear just because they stop running the ads. I didn't even realize they were still running this campaign. That's the other thing, when a campaign runs too long, it can become background noise to viewers, so something like this will make people remember the campaign all over again.
If anything, by killing this campaign, they've actually made it relevant again.
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Turn up the good, turn down the suck!
Advertising is about selling more of your product. If they're not selling more beer because of these ads, they're not effective ads, no matter how many memes the kids are making.
They most certainly do. Anyone that was in their late-teens/early20's through his tenure drinks Dos Equis purely because the commercials/memes. No one I know drank Dos Equis before. Now there's usually someone who brings it to a party just so they can be referred to as "interesting" for the rest of the night.
No one's drinking it for the taste, we know that much.
Location: In a land without pants, or war, or want. But mostly we care about the pants.
Exp:
Quote:
Originally Posted by getbak
Advertising is about selling more of your product. If they're not selling more beer because of these ads, they're not effective ads, no matter how many memes the kids are making.
Maintaining market share is also important in advertising. And promoting inferior products over superior alternatives. And creating the perception of popularity or trendiness.
You know, sometimes companies do things that actually aren't a good idea. I think we all understand what they are TRYING to do, but they've sold a lot of terrible beer with what they have now. Maybe whoever is the new VP of Marketing there needs to taste a bottle before he assumes it's the advertising campaign that's holding them back.
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Better educated sadness than oblivious joy.