The Most Interesting Man in the World campaign for Dos Equis is a poster child for viral advertising. The campaign is stunningly witty, and has attracted legions of fans to the fictional character who ends every spot with the line “I don’t always drink beer, but when I do, I prefer Dos Equis.”
Few know the name of the actor who plays The Most Interesting Man in the World—that would break the fantasy. Fans “need” to believe that he is more than a man hired to act in-character. But Jonathan Goldsmith is a real man, playing a role.
So when the actor chose, in real life, to pick a pony in the U.S. Presidential race, it was big news, especially when it was revealed that he’d be hosting an Obama fundraiser (we can only guess what beer will be served). Dos Equis fans and customers weighed in on whether it was acceptable that The Most Interesting Man in the World would prefer President Obama, over challenger Mitt Romney.
Dos Equis’ brand importer Heineken USA has issued a statement regarding the controversy, and the company told Ad Age: "Mr. Goldsmith's opinions and views are strictly his own, and do not represent those of Dos Equis."
Very politically correct.
Let’s hope there are plenty left-leaning Dos Equis drinkers. And in fact, there is some data to support a liberal bias to the brand. ABC News recently reported, citing market research from MicroStrategy Wisdom Professional, which provides market research on the demographics and interests of Facebook users that makes Obama supporters "about 6% more likely to like Dos Equis than the average Wisdom Facebook user," ABC reported, while "Obama fans are only 4% more likely to 'like' Bud Light."
Source: Advertising Age