2. The history of dos equis
“In 1897, Wilhelm Hasse had a dream. A dream
to become a Mexican brewing legend. It’s an
unusual dream for a German man living in
Germany, but he saw an opportunity to bring his
beer expertise across the sea, and went for it. He
embarked upon a 7,000 mile voyage and moved
to Mexico.”
THE MOCTEZUME BREWERY
THE NAME
DOS EQUIS AMBAR & LAGER
3. The most interesting man in the world
https://www.youtube.com/watch?v=L-4zfsy6rsM
4. “Life should be lived
interestingly”
“I don’t always drink beer,
but when I do, I prefer Dos
Equis”
“Stay thirsty, my friends”
The most interesting idea
5. The most interesting strategy
2006
campaign’s first ads air
in a few select markets
in the West
2009
campaign goes national
and secures a legacy
in pop culture
2008
Dos Equis sales triple
in Canada
6. The most interesting Success
2006-2011
Dos Equis sales double
to more than 15 million
cases
2011
Dos Equis gains 15.4%
in U.S. shipments
vs. 2.7% average growth
for the top 10 imports
Dos Equis has become the
country’s sixth-largest
imported beer
7. Sales Success
Sales and Distribution
Brand Lift
- +111% volume growth from 2007-2012
- Average 16.5% year-over-year volume
growth (fastest growing brand in the
Import category)
- Increased overall distribution for Dos
Equis Lager +47% since 2007
- +47% increase in total Brand Awareness
Awareness
- 254% lift in Communication Awareness in
in core markets
8. - Google Images search
of The Most
Interesting Man In The
World yields 1.75B
results
- In the first national
year of the campaign,
the brand earned the
equivalent of 600
million additional ad
impressions and $38
million worth of free
media exposure from
parodies alone
Cultural Success
9. Dos Equis: swot analysis
STRENGTHS
- Distinctive taste
- Mexican heritage
- Success of “Interesting Man”
campaign
- Quality products: Special
Lager and Ambar
- Potential expansion of
Interesting Man Campaign
(Darker Side)
OPPORTUNITIES
- Acquisition by Heineken;
number one performer for
Heineken
- Continued growth of social
media marketing
- Average consumer who
spends $1,200 annually on
THREATS
- Number one competition:
Corona
- Declining U.S. sales for beer
industry
- Over 4,300 brands of beer
available to consumers
- Category ad spending
growth: over 1.8B in 2011
WEAKNESSES
- Relatively small company
- Limited products for brand
line
- Difficulty launching “Darker
Side” campaign
10. Dos Equis Mind Map
DOS EQUIS
The Most Interesting Man
In The World
Advertisin
g
Campaign
Social
Media
- YouTu
be
Distribution
- Small
markets
2006
- National
2009
“Man” Persona
- International
- Wealthy
- Worldly
- Mid-70s
- Surrounded by beautiful
women
- witticism
Success
- Brand
recognition
- Sales
- Market share
Bran
d
History
- 1987
- German founder; moved to
Mexico
- Name evolved
Special
Products
- Lager
Especial
- Ambar
Acquired by Heineken
Marke
t
Competition
- Main –
Corona
- CoorsLight
- Budweiser
- St Pauli Girl
Over 4300
brands
Average
consumer who
spends $1,200
annually on
beer
Average
consumer who
spends $1,200
annually on
beer
11. The most interesting man in the world
The Most Interesting Idea
The Most Interesting Strategy
The Most Interesting Success
Sales Success
Cultural Success
SWOT Analysis
Dos Equis Mind Map
THE MOCTEZUMA BREWERY
Now, mixing the culture of Germany with the culture of Mexico doesn’t always work. You can end up with burros in lederhosen or sauerkraut tacos. But when Wilhelm brewed his first batch in the Moctezuma Brewery, he knew he had a beer worthy of its worldly heritage.
THE NAME
He originally named it “Siglo XX” as a Roman numeral way of ushering in the upcoming 20th century. But today we call it Dos Equis, which is Spanish for “two Xs,” both because Dos Equis stands for the kinds of things that are worth doing more than once and because the Spanish version of “two Xs” sounds way better than the English version.
DOS EQUIS AMBAR & LAGER
Dos Equis Ambar came first, followed by Dos Equis Lager Especial. Their arrival ushered in a golden (and amber) age of beer drinking that’s still going strong today. The next time you have one, raise a glass to Wilhelm, the Mexican brewing legend who stayed thirsty.
people who drank beer were tired of being seen as “average,” rather they wanted to be thought of as being someone extraordinary.
Their approach was to create a personality who was not going to be seen as competition but who has lived a full life with experiences those drinking Dos Equis may want to emulate.
a 70ish man who has traveled the world and who has performed amazing and unbelievable feats during his lifetime.
DIFFERENTIATION from beer ads
"more than anything else, [drinkers] really wanted to be seen as interesting by their friends,"
the target of young men would not "see him as a threat or as a reminder of accomplishments they hadn't achieved yet," Mr. Smailes said. He "needed to be someone to work toward, vs. a mirror of themselves."
because it does not want the character to overshadow the brand. "You want to make sure the awareness is around the brand, instead of the awareness of the character," said Kheri Holland Tillman, VP-trade marketing and sales strategy.
Dos Equis Amber, a dark lager that accounts for about 30% of brand sales. "They say having a dark side will lead to no good. I certainly hope so," the Man says in one ad.