'Keep It Interesante' Is the New Ad Campaign To Lead Dos Equis
Justin Lam — March 15, 2018 — Lifestyle
References: adage & fastcompany
Dos Equis is finally closing the curtain on The Most Interesting Man in the World and is now setting the stage for it 'Keep It Interesante' campaign. The Most Interesting Man in the World thrust Dos Equis into the spotlight, the brand has decided to revamp its image with the help of Droga5. The Keep It Interesante campaign does borrow some elements from the previous campaign, the use of Spanish and the focus on interesting experiences, but the new campaign draws the focus from a single person and places it on the consumer.
The new campaigns seems try to replicate the stories people share after long nights of drinking. There isn't some sort of mythical figure, instead the adverts focus on the people of the world that are open, present and engaged. The Most Interesting Man in the World still maintains a slight presence in the new ads and Dos Equis has expressed interest in reviving the character to some capacity, but the main focus of this campaign is not focused on this character, though it can be tough to let go.
The new campaigns seems try to replicate the stories people share after long nights of drinking. There isn't some sort of mythical figure, instead the adverts focus on the people of the world that are open, present and engaged. The Most Interesting Man in the World still maintains a slight presence in the new ads and Dos Equis has expressed interest in reviving the character to some capacity, but the main focus of this campaign is not focused on this character, though it can be tough to let go.
Trend Themes
1. Revamped Beer Campaigns - Disruptive innovation opportunity: Explore new storytelling techniques and shift the focus from a single person to the consumer experience.
2. 'keep It Interesante' Campaign - Disruptive innovation opportunity: Engage with consumers by highlighting their openness, presence, and engagement in the brand's advertising.
3. Consumer-focused Advertisements - Disruptive innovation opportunity: Move away from mythical figures and create ads that reflect real people and their experiences.
Industry Implications
1. Beer and Alcohol - Disruptive innovation opportunity: Experiment with new marketing strategies like consumer-focused and story-driven campaigns to attract and engage a wider audience.
2. Advertising and Marketing - Disruptive innovation opportunity: Explore creative ways to resonate with consumers by moving away from traditional advertising approaches and focusing on authenticity and relatability.
3. Creative and Design Agencies - Disruptive innovation opportunity: Collaborate with brands to create innovative and engaging campaigns that shift the consumer experience from passive to active engagement.
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