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A magnificently effective advertising project, one that becomes part of society, is something the majority of brands are chasing, especially in this age of ad-blocking, skipping, and also avoiding-at-all-costs for many consumers. The dilemma comes as soon as said ad project begins to push the boundaries of its organic shelf life. That deserve to be a couple of months, a few years, or also in the raremainder of cases, even more than a decade.
The Most Interelaxing Man in the World was a project responsible for substantially boosting Dos Equis brand image and also sales over the last decade. In March the brand also made the very high-profile decision to retire the iconic character, lapping up all the earned media that would normally come through such a decision. And as a follow approximately all that hoopla we get . . . the specific same point.
In a statement, Dos Equis vice president of marketing Anattracted Katz sassist, “The meaning of ‘interesting’ has evolved over the previous decade, and also this project functions a new character and also look and also feel that opens the door to a world of exciting possibilities for today’s Dos Equis drinker.” But really, coming ago through pretty a lot the same project, simply through a younger face doesn’t really accomplish any meaning of exciting. Even if they wanted to stay via the very same concept, why not a Many Interesting Woguy in the World?
Perhaps the public, favor the brand also, isn’t prepared to quit the beloved character just yet, or possibly he’ll join Hipster Hamburglar and the rotating roster of new KFC Colonels in the Questionable Brand Mascot Reboot Hevery one of Fame. Either way, at a time once brands talk a lot around the need to take dangers, Dos Equis took the safe path that would certainly make The Many Interesting Man in the World yawn.
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About the author
Jeff Beer is a staff editor at Quick Company type of, covering declaring, marketing, and brand also creative thinking.