Dos Equis Research Paper

What happens when James Bond convenes Ernest Hemingway and decides to intermix into the most interesting man in the world? The answer is the birth of the seemingly witty, charming, salt and pepper bearded Dos Equis leading man. Not only has the charismatic television commercials boosted the Dos Equis brand, I find myself anticipating new ad commercials in order to hear the elite superlatives Mr. Dos Equis has now conquered. Mr. Goldsmith, the leading actor in the commercials, is so revered that, one ad says, "if he were to pat you on your back, you would list it on your resume," (Shultz, 2012, p.1) while another ad pronounces “He gave his father ‘the talk’; “He once won a fist fight, only using his beard,” (Bommarito, 2012, p.1) and the lists go on and on with these hysterical narrative one-liners.

According to Heineken USA, Dos Equis flagship importer, the campaign went national in 2009 and quickly found its way into pop culture; Dos Equis sales soared, more than doubling between 2006 and 2011 to more than 15 million cases, and for the first time, Dos Equis Amber, a dark lager accounts for roughly 30% of brand sales (Shultz, 2012, p.1). In regards to other IMC elements for branding, Dos Equis has major success with social media. In 2011 Dos Equis became the first beer brand in the world to reach 1 million fans on Facebook (Kreiner, 2013, p.1). I am not a beer/lager connoisseur, but I predict Dos Equis must be favorable in taste since the IMC elements are so genius; therefore, just as the most interesting man in the world says, “Stay thirsty my