I’ve been posting a lot recently about both the value of creating memorability and of knowing how to reach and speak to your target audience — two key principles that are ageless and will always be critical to the success of any advertising campaigns, regardless of their objectives.
Dos Equis has succeeded in implementing both these principles in its “The Most Interesting Man in the World” campaign. The beer giant understands that much of today’s buying power resides within the “Baby Boomers” group — and its “Most Interesting Man” campaign speaks to both women and men of that generation — women who’d like to meet the “most interesting man” and men who would like to be him.
You know a campaign is memorable when others spoof and/or want to capitalize on it as YouTube has done with its subscription campaign mirroring “The Most Interesting Man” campaign. Enjoy “The Most Interesting Puppet in the World”, if you haven’t already seen it, and “Stay Thirsty, My Friends”.