Recently, a friend of mine bought some Tecate beer, which had me commenting on their recent commercials featuring the Most Interesting Man in the World. What? He’s not promoting Tecate? Oh, yeah, it’s Carta Blanca. No? Bohemia? I know it’s not Corona. Or Pacifico. Then, what is it?

The Most Interesting Man in the World is a character who’s a cross between Ernest Hemmingway and Castro. A tough yet admirable guy. He’s shown doing interesting stuff, always with a beautiful lady at his side. He’s a man’s man. He’s cool.

A funny thing is I love these commercial. And I remember them. Yet I can’t instantly recall the beer brand. That’s because the beer name takes a backstage. The MIMITW even makes the beer less important. In one commercial, he says, “I don’t always drink beer. But when I do, I prefer Dos Equis.”

That’s it! Dos Equis! Now I remember. These are fun, entertaining commercials. Although I’m not sure if they’re going to help move beer off the shelves.

Karl Gromelski is a copywriter at sgdp in Chicago. He enjoys his Corona with a lime though sometimes it gets stuck in the neck of the bottle and he has to invert it several time to get it to climb to the bottom. 

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Filed under: Advertising, Branding