Low-involvement, consumer goods brands face the challenge of differentiating themselves in product categories that are sufficiently saturated with very similar products, such as the beer industry. Dos Equis, in 2007, launched an advertising campaign centered on a fictional character, The Most Interesting Man in the World, whom they portrayed in television advertisements accomplishing outlandish feats and seeking adventures around the world. This ad campaign plays on the trickle-down effect as Dos Equis seems to assume that consumers of lower economic classes than the Most Interesting Man in the World will seek to emulate his behavior, and in this case, drink Dos Equis beer. Generally speaking, American consumers strive to better themselves economically by working hard enough so that they may achieve financial success. Thus, those in the elite are admired for their success, or envied for their inherited wealth; either way, those in the middle or lower classes tend to look up to the elite, and try to imitate their behavior. So, Dos Equis is using this wealthy and adventurous character to persuade consumers that although they aren’t as interesting as he is, they can be one step closer to being The Most Interesting Man in the World by drinking Dos Equis beer. The brand positions its beer as an affordable luxury; while the Most Interesting Man in the World enjoys the finer things in life like exotic vacations, he also drinks Dos Equis. If the average Joe can buy a six-pack of Dos Equis for $7.99 (at your nearest BevMo) and feel like the Most Interesting Man in the World while drinking one, why wouldn’t he?

Dos Equis, in creating such a worldly and accomplished man to recommend their beer, also takes advantage of the fact that consumers value the opinions of those whom they perceive as experienced. His age, estimated in the fifties or sixties, also adds to this image of a knowledgeable man. By incorporating characteristics that consumers value into the character of The Most Interesting Man, Dos Equis makes his recommendation of drinking their beer very persuasive.

At the same time, they use humor by going to such great lengths to portray him as “interesting” with absurd traits or hobbies that the viewer cannot help but laugh. These commercials entertain, and some viewers even look forward to seeing a new one, to see what his next ridiculous talent will be.

The institution of advertising as a whole is expected to be socially responsible by informing the consumer, rather than manipulating the consumer into buying products they don’t actually need. Alcohol advertising is held to even greater accountability with regards to sensitive social issues like drinking and driving and underage drinking. Though these topics are never directly addressed in these commercials, one could argue that Dos Equis is being socially responsible in the way that it frames the act of drinking beer: a leisurely activity which adults (twenty-one or older) engage in occasionally after a long day of work, or in the case of The Most Interesting Man in the World, worldly activities. The Most Interesting Man is not shown guzzling multiple Dos Equis before “curing narcolepsy” or while chest-pressing two women in chairs; rather, when the mood strikes for a refreshing bottle of beer, after a day of exotic adventures, the Most Interesting Man reaches for a Dos Equis. His now infamous tag line “I don’t always drink beer. But when I do, I prefer Dos Equis,” clearly does not encourage binge drinking or other socially irresponsible activities involving beer. This almost serves as a reminder to the consumer that excessive consumption of alcoholic beverages is very rarely perceived as a classy act. A Dos Equis, as portrayed in the commercials, serves as a final note to the day, not a start of a rowdy night.

There are opponents to this campaign, some of whom argue that the commercials are not believable, specifically in the fact that a wealthy man like the Most Interesting Man in the World would drink a Dos Equis. He is portrayed as a man who can afford many luxuries, so the question some critics ask is why would he settle for a Dos Equis? This all depends on taste, for these critics clearly do not like the taste of Dos Equis, so cannot buy into the idea that such a worldly and rich man would enjoy this specific beer. Others question why an older man was used as the main character of beer commercials, which are generally targeting college-age young men.

However, most consumers enjoy the entertainment aspect of these commercials, and those of age to consume alcohol might say, “If the Most Interesting Man in the World drinks Dos Equis, why wouldn’t I?” Class is the ultimate persuader in this ad campaign, as Dos Equis creates this character of the Most Interesting Man in the World who possesses both money and worldly knowledge. This has such an impact on the consumer because these are two qualities which most Americans strive to accumulate a wealth of over the course of their lifetimes. The commercials thus position The Most Interesting Man in the World as someone who most consumers will respect and therefore value the opinion of. The sarcastic nature of the ads simply adds to the positive associations consumers will create in their minds toward Dos Equis beer for although we strive for perfection, we do so knowing that perfection is impossible. So by making the accomplishments of The Most Interesting Man in the World so wildly impossible to believe, Dos Equis takes advantage of this tension within consumers of craving perfection while knowing it cannot be achieved. This ad campaign influences consumers to consider Dos Equis when purchasing beer, and influences the beer industry in creating an ad campaign that stands out from the rest in using such a classy and respectable character to persuade consumers.

This campaign could influence the greater society in the interpretation of The Most Interesting Man in the World’s sign-off “Stay thirsty, my friends.” This could have multiple implications, but the most plausible would be that it encourages consumers to “stay thirsty,” keep drinking, Dos Equis beer. This affects society in its promotion of alcohol consumption, and the side-effects or fatal accidents which occur when consumers do not drink responsibly, but is a relatively moderate statement due to its abstract or vague nature and the many different possible interpretations one could make of it. However, in conjunction with all other advertisements for beer, this could lead to an all too positive perception of beer by consumers; while beer is not a harmful substance by any means, irresponsible consumption thereof has caused an obscene amount of injuries and fatalities. This explains why alcohol advertising in general is a very tricky business in walking the line between promoting its products as superior to competitors while not condoning irresponsible behavior, which both public and private institutions make sure to monitor.

A compilation of the Most Interesting Man in the World commercials:

Link to YouTube