Using Ethos In The Advertisement For Dos Equis

What makes an advertisement successful? There are many different methods that brands use in order to promote their products, with some undoubtedly drawing more attention than others. One of the most memorable strategies that a company can use is creating a character that people will automatically associate with a certain business. International and extremely lucrative companies such as McDonalds have found success in this strategy, with the image of Ronald McDonald being able to bring the restaurant to mind. Similarly, Dos Equis has created a character that is synonymous with the product itself. They built up and promoted “The Most Interesting Man in the World” so much so that a seemingly normal man is now viewed as somebody that some may aspire

This is apparent in the advertisement for Dos Equis. What started in 2006 as an audition for a less than well-known actor, Johnathon Goldsmith, quickly became one of the most memorable beer advertisements in the United States. Mr. Goldsmith became the face of the brand almost immediately as the campaign went viral, as it held mass appeal. Sales of Dos Equis doubled between 2006 and 2011, becoming a product at one time only available in Texas and California to becoming the sixth most imported beer in the nation. Dos Equis had found a way to create a character that men everywhere could strive to become. While most other beer companies had used younger looking people for advertisements, Dos Equis particular use of an older man made consumers look at him as a sort of role model rather than someone they compared themselves to (Schultz). He became a sort of figure that was iconic by himself, yet not outlandish enough where he would overshadow the brand itself. Rather, his likeness became synonymous with the Dos Equis brand. It was this mix of normalness as well as a sort of other-worldliness that helped “The World’s Most Interesting Man” become such a special marketing

Dos Equis uses the tagline of “Stay Thirsty, My Friends” which can be open to multiple interpretations. Staying thirsty could simply mean to drink responsibly, as almost all alcohol ads now include at some point. However, it could also mean to stay thirsty in life. This would make sense in conjunction with “The World’s Most Interesting Man,” and due to his supposed influence people would be more willing to follow his advice. If this character is telling consumers to drink responsibly, this may be more effective in keeping people safe than simply adding in “Please Drink Responsibly” in fine print at the bottom of the advertisement. Similarly, if he is telling consumers to stay thirsty in life and therefore be more adventurous, they would be more willing to follow what he says due to his “high-profile” endorsement over someone they are unfamiliar with. This saying as well as the main quote in this advertisement both tie back to the Ethos method of advertisement because both statements are sponsored by a revered