After an incredible Farewell moment in March for The Most Interesting Man in the World, we had to shift the consumers’ focus to build anticipation and excitement for the next iteration of the beloved character. With a vastly different video asset that only offered a small glimpse of the new character, and knowing we had a full spot to launch six weeks later, we needed to be creative and strategic with the positioning. We developed a storyline that leaned on the Hollywood movie trailer model, and positioned the first TVC with the new character as a first look teaser. We revealed the Most Interesting Man’s face to pique consumer and media curiosity, ensuring they would tune back in for a full reveal in October.

The ‘Introducing’ video was released across social, including Facebook, Instagram, Snapchat, Twitter, and YouTube to gain maximum reach. Utilizing the brand’s iconic wit and humor, we also created a series of videos ("Embrace the Hate") based on anticipated fan reactions to the unveiling of a new Most Interesting Man. The videos were released as Facebook responses to those who expressed negative feelings about the new MIM to prove that he’s worthy of the title. In order to maximize visibility, responses were issued in real time with around-the-clock social monitoring. Additionally, a series of unlisted videos were posted to YouTube to surprise and delight fans who searched for more information and custom social responses further built the legend of the new MIM. When you put it all together, it's clear that despite a new man, Dos Equis is still the same brand fans have come to know and love.

Over the course of 2016, Dos Equis dominated not just the beer news cycle, but crossed-over to create a true pop culture and news moment.

• Dos Equis broke through a major pop culture news week – launch of iPhone 7, HiddleSwift breakup and Presidential Forum – to generate 1.9 billion impressions via 784 placements.

o Placements included: The New York Times, Forbes, UpRoxx, Complex, and Telemundo

• Dos Equis hit the trifecta of national morning shows, and on the same day was featured on Good Morning America, The TODAY Show and CBS This Morning.

• Earned coverage was secured in each of the brand’s 39 key markets and the top 25 DMA; coverage hit each corner of the US, from Florida to Alaska and Hawaii to Maine.

• We generated over 51 million impressions on social from media stories

• During this time, the new Most Interesting Man was called everything from a Mexican Michael Phelps Doppelgänger, to a French Stud, to a total badass BAE;’ some even felt he “looks like Phelps from 20 years in the future, who’s come back in time to take us on sexy, thrilling adventures.”

• At the end of the Most Interesting Man reboot Dos Equis Lager experienced its best month of sales (November 2016) in two years

• Post-campaign research shows consideration is healthier than ever and he brand is resonating with Hispanics, 21-34 and Women. Both segments are talking more about the Dos Equis brand and the liquid