How Dos Equis Made ‘The Most Interesting Man in the World’ Iconic
This Dos Equis ad nails personality-driven branding. With one absurd yet classy line about a beard having diplomatic immunity, it sells mystique, confidence, and cool without ever showing someone drinking beer. The campaign makes the product secondary to the persona—exactly why it works.
Why it works
- It builds a memorable character instead of selling a feature.
- The copy uses hyperbole to create instant intrigue.
- The tone exudes charm and sophistication, fitting the visual style.
- The tagline 'Stay thirsty, my friends' invites belonging rather than consumption.
Who's done this well
Old Spice used the same absurdly confident voice to revive its image with 'The Man Your Man Could Smell Like.'
Aviator Gin mirrored this style by using dry humor and personality-driven storytelling in its ads starring Ryan Reynolds.
Creative Variations
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