Sales Strategy and Results
The agency's rationale for the brand strategy was defined thus: "He is a man rich in stories and experiences, much the way the audience hopes to be in the future. Rather than an embodiment of the brand, The Most Interesting Man is a voluntary brand spokesperson: he and Dos Equis share a point of view on life that it should be lived interestingly." According to the company, U.S. sales increased each year between 2006-2010 and tripled in Canada in 2008, although exact figures were not provided. Sales of Dos Equis are said to have increased by 22% at a time when sale of other imported beer fell 4% in the U.S.
Goldsmith said in an interview that he realized how successful the campaign had been when a man came up to him in a restaurant, telling him that he had asked his young son what he wanted to be when he grew up, and the son replied: "I want to be The Most Interesting Man In The World."
The Most Interesting Man in the World has also become an Internet meme, with a picture of The Most Interesting Man accompanying the phrasal template "I don't always, but when I do, I "
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Famous quotes containing the words sales, strategy and/or results:
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—St. Francis De Sales (1567–1622)
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—Chinese proverb.
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