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Favorite TV Ad: Dos Equis

MKT/571

September 15, 2014
Karlene Swalley

Favorite TV Ad: Dos Equis

Rarely does a marketing campaign inspire consumers to try and become the character portrayed on a commercial. Dos Equis has created a character where the target market believes they could become this character. Learning Team C will discuss the effectiveness of this message and the creative strategies in delivering on this objective. Marketing Objective & Strategy Dos Equis has a targeted market of primarily 21-to-34 year old males who consider themselves trend leaders and a cut above mainstream frat boys (Brand Channel, 2014). The targeted market is geared towards males who lead energetic social lives and active lifestyles (Brand Channel, 2014). In researching the profile of Dos Equis’ target market, “These consumers have very active lifestyles, energetic social lives, they’re out and about a lot with their friends and women and they like to collect stories and experiences as part of their social currency” (Alexzander, Renee 2013). The objective for Dos Equis was to grasp the attention of that age group, and they have successfully done that by jumping from #11 in import beers to #8 in one year. Their message is very clear and unique among the other imported beer manufacturers.
Loyalty and Branding

“The Most Interesting Man in the World” was introduced to the target audience as a face to match the same bold and unique taste of the beer. The branding strategy was portraying a man who is experienced in life and can conquer the unbelievable; this causes consumers to look at him as a renaissance man motivating others to live life in the same aspect. Since birthing “The Most Interesting Man” he has been the face displayed through social media, causing those who do not consume beer to research who he is.…...

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