WHITE PLAINS, N.Y.,
Oct. 25, 2016 /PRNewswire/ -- After
premiering a trailer of The Most Interesting Man in the World last
month, Dos Equis released a full-length commercial today,
"Airboat", revealing more of the character's mystique and depth. In
this latest installment, viewers ride full throttle alongside The
Most Interesting Man and discover more about his legend, as he
races airboats down sand dunes and spars in Samurai armor. The
modernized campaign features a more interactive character whose
adventures show why he's different and how he's gained his
legendary status. The commercial also portrays how the creative and
character have evolved over the past decade, reflecting the
differences of what it means to be interesting to today's
millennial beer drinkers 21 and older.
"While 'Legend Lines' continue to be the backbone of our
campaign, a lot has changed with the rollout of the evolved
character," said Andrew Katz, VP of
Marketing for Dos Equis. "The Most Interesting Man is edgier and
we've also modified the 'Stay Thirsty, My
Friends' tagline at the end of each commercial. Staying true
to the innate brand DNA, The Most Interesting Man can be seen
celebrating interesting experiences with his amigos, while enjoying
our new Dos Equis cans in high-energy settings."
The creative evolution of the campaign, created by Havas
Worldwide, is deeply rooted in research that the meaning of
interesting has changed over the past decade: 84% of men think that
what is interesting today is different from what was interesting a
decade ago.1
"The new Most Interesting Man is a man of action. He's never one
to reminisce on times past, which stylistically changes everything.
With a faster pace and more energy, we're reinvigorating and
modernizing one of the greatest campaigns," said Toygar Bazarkaya,
Chief Creative Officer of the Americas at Havas. "In the first full
commercial, viewers will also see the Most Interesting Man being
joined by an adventurous female travel companion who goes
head-to-head with him."
Synced with Dos Equis' College Football Playoff sponsorship, The
Most Interesting Man can also be seen giving a nod to the sport,
and will be featured in two additional football-themed commercials
running from the Playoff through the College Football Playoff
National Championship on January 9,
2017. The 15-second spots, launching November 14, feature the icon at his helicopter
RV tailgate in the Serengeti, kicking a field goal with a coconut
through "the uprights" of two giraffes: "He has home field
advantage, even when he's away."
The introduction of the evolved Most Interesting Man, the
sponsorship of the College Football Playoff, and the rollout of the
new logo, cans and packaging that hit shelves in the summer, are
all efforts from Dos Equis to give fans the opportunity to embrace
the Stay Thirsty mindset and elevate their drinking experience with
the refreshing cerveza. For more information on the new Most
Interesting Man, visit www.MostInterestingMan.com, or visit
www.DosEquis.com and www.Facebook.com/DosEquis for more
information on the brand.
About HEINEKEN USA
HEINEKEN USA Inc., the nation's leading upscale beer
importer, is a subsidiary of HEINEKEN NV, the world's most
international brewer. Core brands imported into the U.S. are
Heineken®, the world's most international premium beer brand, the
Dos Equis franchise, the Tecate franchise and Strongbow Hard Apple
Ciders. HEINEKEN USA also imports
Amstel Light, Newcastle Brown Ale, Red Stripe, Sol, Indio, Carta
Blanca and Bohemia brands. For the latest information on our
company and brands, follow us on Twitter @HeinekenUSACorp, or visit
HEINEKENUSA.com.
Media Contacts:
Dave
Brigandi
Edelman Public Relations
David.Brigandi@edelman.com
(212) 704-8177
Dayna Adelman
HEINEKEN USA
DAdelman@heinekenusa.com
(646) 341-3377
1 Dos Equis Study
conducted by Edelman Intelligence, February
2016
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SOURCE Dos Equis