Corporate Video – Dos Equis Commercial Analysis
Dos Equis has long been known for their ‘Most Interesting Man in the World’ campaigns. And, until recently, that man became a familiar face. This fall, however, the popular beer brand introduced a new ‘Most Interesting Man.’ The company wasn’t shy about why they made the change; simply put, it was time. This new actor, Augustin Legrand is younger, athletic, and actually speaks Spanish.
But, what does this particular commercial tell us about Dos Equis, and where they’re taking their brand with this new spokesperson?
A Man With a Brand
Changing the face of a beer company is nothing new. Popular beer brands change their overall marketing plans all the time. But, with a company that is so well-known for the ‘interesting’ man behind it, a change was a big risk. In just thirty seconds, however, this commercial manages to change the way you could look at Dos Equis entirely.
This new ‘Most Interesting Man’ appeals to a younger demographic, for starters. In a world where craft beer and domestic standbys are more popular than ever, it’s clear Dos Equis wanted to appeal to that particular crowd. If their brand is interesting, a younger audience of beer-drinkers will also want to know if the beer is just as interesting.
From racing through the streets with beautiful women, to climbing out of wells to retrieve a soccer ball for local kids, and even climbing out of some kind of ‘space capsule,’ this 30-second commercial already leaves the viewer wanting more. As far as an introduction goes for a completely new brand look, Dos Equis really hit ‘interesting’ right on the mark. With this transition, current Dos Equis drinkers can continue to feel a connection, while curious casual drinkers of the brand will be waiting to see what this new face of the company does next, and how they can continue to ‘stay thirsty’ by following his lead.