Dos Equis Case Study

DOS EQUIS CASE STUDY Lauren Adams, Bayley Brill, Jake Brod, & Eliana Huffman

CONTENT Client/Company History 2 Founding, Purpose, Principals, Evolution 3 Financial Reputation 3 CSR Reputation 3 Image 3 Agency of Record 4 History 5 Organizational Structure 5 Reputation 5 Length of Association 5 Brand 6

Importance/Benefits

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History/Evolution

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Ingredients/composition and source

7 Target 8 Demographics 9 Geo-demographics 9

Psychological profile

9 Needs vs. want 9 Packaging Attitudes 9 Competition 10

Demographics 11 Geographics 11 Relative Position 11

Differences

12 Reputation 12 Previous Campaign Approaches 13 Humor 14 Spokespersons 14 Visuals 14 Themes 14 Slogans 14 Most Interesting Man In the World 15 Campaign Needs/Purpose 16 Target Market 16 Style 16 Approach Mix 16

Campaign Start and End Dates

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Media Used

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Uniqueness/Memorability

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Extends/Alters

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Costs

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Chatter about Campaign

17 Legal Details 18 What Target Saw/Heard 18 Slides 19 Works Cited 25 Image References 29

CLIENT/COMPANY HISTORY

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Client/Company History Overall • Dos Equis is described as a “lager that drinks like a pilsner,” made from only the “choosiest ingredients.” This goes hand in hand with the Most Interesting Man In the World campaign, as Dos Equis beer is refined and interesting yet loved by all.

• At 4.2% (“HEINEKEN USA Brands,” n.d.), its classic lager is good enough to drink for taste and not just to become intoxicated.

Founding • While Dos Equis is a famously Mexican beer, it was produced originally by a German immigrant at the Moctezuma Brewery in Veracruz. Beer experts say that because of this, Mexican beer generally has a very Viennese style taste (C. Brookbanks, 2015).

• The famous Dos Equis Ambar beer was originally named Siglo XX. The two Xs transitioned easily to form its later name, “Dos Equis” (History, n.d.).

Purpose and principles • Dos Equis thrives off of a spirit of adventure—and as an imported beer, uniqueness.

• The spirit of the Most Interesting Man campaign rallies consumers around the feeling that Dos Equis beer is distinguishably well-made.

Evolution • In 1983, Dos Equis was imported to the American market for the first time. In 2009, it was named the fastest growing beer import in the US. • Last year, Dos Equis spent $42 million on measured media, which marked an increase from the $36 million spent the year previously (Oster, 2017).

Financial Reputation • Sales of imported beer in the US fell about 4% in 2009, when the craft beer phenomenon began to take over. However, Heineken-owned brands actually rose 22% thanks to their stellar marketing efforts (Wolff-Mann, 2016).

CSR Reputation • Because Dos Equis is owned by Heineken, all of their social responsibility efforts stem from this parent company. Heineken is a leader in sustainably sourced brewing, water conservation, and community support development in Africa.

• According to Heineken’s 2015 Sustainability Report, specifically, “21% of barley, 53% of hops and 71% of bittersweet apples were sourced sustainably” and 840,000 people in Africa were benefited from the initiatives supporting local farmers.

• Water usage decreased 26% from 2008 (HEINEKEN publishes 2015 Sustainability Report”, 2016).

Image • The inspiration for the famous Dos Equis label stems from Moctezuma, a Mexican ruler in the 1500’s, who famously stood up to Spanish conquistador Hernán Cortés. According to Dos Equis’ website, his boldness is a legacy to live by and Dos Equis beer represents this (“History, n.d.).

• As demonstrated by The Most Interesting Man in the World, Dos Equis is unique and unapologetic yet refined.

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AGENCY OF RECORD

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AGENCY OF RECORD/PROFILE History • Havas Worldwide created the famous Most Interesting Man in the World campaign in 2006, however in 2016 Heineken announced that they would be partnering with Droga5 instead starting in 2018. Neither Havas nor Droga5 have responded to request for comment by major news outlets (Schultz & Stein, 2017).

• The announcement to switch came as a surprise to many, as the Most Interesting Man campaign has been wildly successful—people even actively seek out the advertisements to consume for fun, rather than just enjoying them in passing (Richards, 2017).

Organizational structure • Havas is located in over 75 countries worldwide, and is headquartered in New York City.

• Many of the executives credited with creating iconic campaigns, like Mercedes Erra who created Evian’s Roller Babies campaign, have stuck around and still work for Havas.

• Havas employs over 11,000 people.

Reputation • Havas Worldwide is the world’s largest advertising agency by record of global accounts. They have a penchant for digital strategy, and pioneered these concepts in the first place by placing three of the five first digital ads ever on the web.

• Because they were founded as a result of two merging companies in 1991, they consider digital to be the heart of their unique services and have won numerous awards it. Havas has a particular reputation for quirky, creative campaigns and for producing content that people actively seek out to consume.

Length of association with client brand/service • Havas developed the Most Interesting Man Campaign for Dos Equis in 2006, when they determined that Dos Equis drinkers wanted to be perceived as charismatic and interesting in their market research.

• Havas was the agency to propel Dos Equis into the #1 most consumed import beer position, as well as to win them too many awards to count worldwide for their campaign. For these reasons, the switch to Droga5 is incredibly surprising, though no one knows what campaign they have planned for January of 2018.

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BRAND

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BRAND Importance/benefits to consumers in general and to its target • After conducting market research Dos Equis realized that “more than anything else, [drinkers] really wanted to be seen as interesting by their friends,” (Schultz, 2012) • To many Americans, Mexican beers “have an aura of vacation and relaxation that appeals to many U.S. consumers” (Malcolm, 2016).

• The growing Hispanic-American population is partly responsible for the growth in Mexican beers, because of the connection the beer creates with those consumers (Malcolm, 2016).

History/evolution • 1897- Wilhelm Hasse first brews Siglo XX (now Dos Equis Ambar) (Dos Equis, 2017) • 1983- Dos Equis Lager Especial is imported to the US (Dos Equis, 2017) • 2007- Most Interesting Man in the World debuts regionally (Malcolm, 2016) • 2009 - Dos Equis declared “fastest-growing import in the US” (Dos Equis, 2017) • 2010- Heineken buys Femsa, brewer of Dos Equis (Frommer, 2010) • 2016- Dos Equis retires Most Interesting Man in the World, Jonathan Goodman (Malcolm, 2016) • 2016- Augustin Legrand is introduced as the newest Most Interesting Man in the World (Taylor, 2016) Ingredients/composition and source • Imported from Mexico, Made in USA (Dos Equis, 2017).

• Four ingredients make up Dos Equis: water, malted barley, corn starch/syrup and hops (Dos Equis, 2017).

• All Dos Equis beers are made with malted barley and therefore are not gluten-free products (Dos Equis, 2017).

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TARGET AUDIENCE

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TARGET AUDIENCE Demographics • Ages 18-34 (Taus, 2012).

• College Educated (Taus, 2012).

• No Children (Taus, 2012).

• All Ethnicities but especially Hispanic (Taus, 2012).

Geo-demographics • Distribution- United States, Mexico, Canada, Norway, United Kingdom Germany, and Australia (Taus, 2012).

• Top 3 Geographic Areas in the United States- #1 Southwest, #2 West, #3 South (Taus, 2012).

Psychological profile • Men who desire to lead interesting lives (Taus, 2012).

• Well traveled (Taus, 2012).

• Consider themselves trend leaders, a cut above mainstream men (Taus, 2012).

• Have active lifestyles and energetic social lives (Taus, 2012).

• Like to collect stories and experiences as a part of their social currency (Taus, 2012).

• Dos Equis often bought with brands including Bud Light, Tostitos, Ro-Tel, and Lays (Info Scout, 2017).

• Majority purchase Dos Equis from Friday-Sunday (Info Scout, 2017).

• Most likely VALS Innovators and Experiencers • Experiencers: want everything, are first in and first out of trend adoption, go against the current mainstream, up to date on the latest fashions, love physical activity (are sensation seeking), see themselves as very sociable, are spontaneous, and have a heightened sense of visual stimulation (VALS, 2017).

• Innovators: confident enough to experiment, have international exposure, are future oriented, are self-directed consumers and have the widest variety of interests and activities (VALS, 2017).

Need vs. want view of brand/service.

• Brand viewed as a want, not a need Attitudes toward packaging • Dos Equis revamped their design and packaging for the brand’s 120th anniversary (Food and Beverage Magazine, 2017).

• The new packaging nods to the brand’s Mexican heritage and further highlights the taste profile of a crisp, refreshing beer with a well-balanced finish (Food and Beverage Magazine, 2017).

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COMPETITION

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COMPETITION Demographics Anheuser-Busch/Budweiser (InfoScout, 2017): • Predominantly male consumers • Target an older demographic, with the main emphasis on individuals 45 years and older • Target mainly Asian and Caucasian individuals • No children • Lack a college education • Low income (<$40,000) MillerCoors/Miller Lite (InfoScout, 2017): • Predominantly male consumers • Middle-aged and older individuals dominate consumption (35 years and older) • Target mainly Caucasian individuals • No children • College educated • Higher income ($80,000+) Geo-demographics: • Budweiser and Bud Light, both subsidiaries of Anheuser-Busch, ranked first and third respectively in a 2015 study ranking the most popular beers in America (Bleier, 2015) • The majority of Budweiser and Bud Light beers are purchased in the west coast region of America (InfoScout, 2017) • Majority of individuals living in the west region of the United States are Caucasian (52.4%) • (Statistical Atlas, 2015) • 68.8% of households in the west region have no children (Statistical Atlas, 2015) • Median household income in the west is around $57,000 (Statistical Atlas, 2015) • Coors Light and Miller Lite, both subsidiaries of MillerCoors, ranked second and fourth respectively on that same list.

• The majority of Coors Light and Miller Lite beers are consumed in the southern region of the United States (InfoScout, 2017) • The majority of individuals living in the southern region of the United States are Caucasian (59.5%) (Statistical Atlas, 2015)) • 70.5% of households in the South have no children (Statistical Atlas, 2015) • Median household income in the Southern region of the United States is around $50,000 (Statistical Atlas, 2015) Relative position: • Anheuser-Busch InBev, which is the parent company of Budweiser, currently owns 38.4 percent of the market share for beer companies (IBISWorld US, 1999-2017) • MillerCoors LLC, which is the parent company of Miller Lite, currently owns 23.5 percent of the market share for beer companies (IBISWorld US, 1999-2017)

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Differences: Budweiser: • One of the major differences between Budweiser and Dos Equis is that Budweiser targets an older consumer demographic (45+), while Dos Equis targets a much younger demographic (18-34) • Budweiser typically markets its brand using American symbols and the American flag (Budweiser, 2017), whereas Dos Equis takes pride in incorporating Mexican elements in its product and marketing (Dos Equis, 2017).

Miller Lite: • Miller Lite prides itself on providing a low-calorie beer to its customers. A 12 ounce serving of Miller Lite contains 96 calories (Miller Lite, 2017), whereas a 12 ounce serving of Dos Equis contains around 130 calories on average.

Reputation: Budweiser: • Anheuser-Busch has cemented itself as the leader in the beer market, currently owning 38.4 percent of the market share and bringing in approximately $12.6 billion in revenue for 2017 (IBISWorld US, 1999-2017) • Budweiser is known as the quintessentially American beer, as evident by the company’s re-branding effort in the summer of 2016 to reflect this reputation. (Heilpern, 2016) Miller Lite: • Miller Lite has a reputation of being the brand that “invented light beer” and provides its customers with a less filling alternative (J.J. Taylor Distributing Company of MN, Inc., 2014)

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PREVIOUS CAMPAIGN APPROACHES

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PREVIOUS CAMPAIGN APPROACHES

Humor -The campaign creates unbelievably interesting facts about the Most Interesting Man in the World Spokespersons -Jonathan Goldman (“The Most Interesting Man in the World) (Schultz, 2012) Visuals -Most Interesting Man at bars and inside his mansion Legendary Themes -Most Interesting Man in the World Slogans -“I don’t always drink beer, but when I do, I prefer Dos Equis.” (Malcolm, 2016) -“Stay thirsty, my friends” (Schultz, 2012)

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THE MOST INTERESTING MAN IN THE WORLD 15

CAMPAIGN NEEDS/PURPOSE

• Evolve the original Most Interest Man in the World campaign to appeal to the Millennial drinkers to stay edgy (Malcolm, 2016) • After creating a multi-year brand deal with the College Football Playoffs, the campaign needed to be revamped to make the two brands flow together (Schultz, 2016).

TARGET MARKETS

• Use of younger more active spokesperson to appeal to target market of College Football audience (Schultz, 2016).

• 18-34, mainly male • All Ethnicities, but especially Hispanic

STYLE

Humor -The campaign creates unbelievably interesting facts about the Most Interesting Man in the World Spokespersons -Augustin Legrand - The newest Most Interesting Man in the World (Taylor, 2016) Visuals -Most Interesting Man at bars and inside his mansion Legendary Themes -Most Interesting Man in the World Slogans -“I don’t always drink beer, but when I do, I prefer Dos Equis.” (Malcolm, 2016) -“Stay thirsty, my friends” (Schultz, 2012)

APPROACH MIX

Advertising • TV ads • Print (magazine/USA Today) • Radio Direct • none Public Relations • PR company created Most Interesting Man in the World (StayThirstyMyFriends.com no longer available).

• Havas Worldwide is the PR Company that created the World’s Most Interesting Man campaign.

Dos Equis has continued to work with them through the entirety of the campaign. (Havas, n.d.)

Interactive • Website where consumers can interact and go on adventures like the World’s Most Interesting Man (Havas) • World’s Most Interesting Fan competition. Fans submit videos in order to win tickets to the College Football Championship (current-does this count?)

Social media; etc • Social media not used at all- very few Instagram/Twitter/Facebook posts • Mostly used to promote the Most Interesting Fan search, not the Most Interesting Man • advertisements.

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CAMPAIGN START & END

• The Most Interesting Man in the World campaign debuted regionally in 2007 and went national in 2009 (Malcolm, 2016).

• The campaign is still running to this day, however the company hired a new lead actor for their advertisements in 2016, marking a new era for the campaign (Malcolm, 2016).

MEDIA USED

• Nearly 50% of its ads ran in magazines, 28% on cable TV, and one quarter on local radio (Hogan, 2014). No data on social media spending could be found, and content is lacking.

• Campaign memes or videos were only posted roughly once a month on Facebook and Twitter, with a non-Dos Equis owned account (that spends nothing on social) amassing a total of 98,000 followers. This is almost double the amount of Instagram followers that Dos Equis has, and its Instagram went roughly four months without a single post this summer.

UNIQUENESS/MEMORABILITY

• The campaign’s “aloof and half-hearted endorsement” of Dos Equis make it a memorable and unique campaign. (Wolff-Mann, 2016) • A metric to evaluate the uniqueness and memorability of the campaign can be shown through sales. In 2009 alone, Dos Equis’ sales rose by over 22 percent, thanks in large part to the unique and successful campaign. (Wolff-Mann, 2016)

EXTENDS/ALTERS WHAT’S BEEN DONE BEFORE

• Most advertisers use spokespeople and characters that are close in age to the target audience.

The Most Interesting Man campaign is different because it projects an image of what its target audience wants to be in the future—that is to say confident, sophisticated, and unique.

• Having content so good that people share it voluntarily for entertainment purposes is something that sets The Most Interesting Man apart.

• The new Most Interesting Man is even younger (41 compared to 77) to attract more millennials in hopes of establishing long-term brand loyalty. The new actor is also more involved in activism than his predecessor (Sampson, 2017).

COSTS

• Last year, Dos Equis spent $42 million on measured media, which marked an increase from the $36 million spent the year previously (Oster, 2017).

• In 2014, thanks largely to its Dos de Mayo efforts, Dos Equis poured $1.4 million into spending in May this year. This number is a huge increase from the year previous, and its leading competitor, Hormel, spent only $42,000 (just for radio ads for Chi-Chis) during this same time (Hogan, 2014).

CAMPAIGN CHATTER

• For the first nine years of the campaign (2007-2016), the response from the public was overwhelmingly positive, with fans resonating with the most interesting man in the world.

• Following the retirement of Johnathan Goldsmith in 2016, there was some backlash from the public, especially millennials, with some calling the new commercials “plain dumb”. (Goodman, 2017) • Old commercials featuring Goldsmith generated millions of views and likes on YouTube, while the

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newer commercials receive a fraction of the views and are flooded with negative comments.

• One user posted the following comment on a YouTube video of a 2017 Dos Equis commercial: “I don’t always watch beer commercials, but when I do, I watch Johnathan Goldsmith. He’s the only interesting man in the world who can swim the English Channel underwater with his hands behind his back. Stay real, my friends. It’s time to bring back Johnathan Goldsmith.” (Commercials Ads, 2017)

LEGAL DETAILS

• Even though the campaign itself hasn’t had any major legal issues, the former star of the campaign has • Jonathan Goldsmith, who starred as “The Most Interesting Man in the World” got engaged in a bitter legal battle with his talent agency, which alleged that the actor failed to pay commissions from the popular ads (NY Daily News, 2016).

• Goldsmith, 77, stopped making payments in November 2014, according to the agency, believing that the firm had earned “enough” (NY Daily News, 2016).

• These legal issues arose around the time that Goldsmith ended up being replaced as the brand’s spokesperson.

EVOLUTION OF CAMPAIGN

• The new Most Interesting Man, Legrand’s character, has evolved from Goldsmith’s character who focused more on reminiscing about past glory storys to now beeing more hands-on seeking adventure in a James Bond Style (AdWeek, 2016).

• The new Most Interesting Man is now more edgy, daring, and timelessly masculine (AdWeek, 2016).

• The meaning of “interesting” has evolved over the past decade and that is shown in the ads (AdWeek, 2016).

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SLIDES

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brew. Daily Mail. Retrieved from http://www.dailymail.co.uk/news/article-2998149/World- beer-map-shows-country-s-popular-brew.html Brookbanks, C. (2015, July 10). Dos Equis keeps us thirsty for more. Retrieved October 17, 2017,

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Miller Lite. (2017). Our Beer.

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Taylor, K. (2016). Dos Equis just revealed a new ‘most interesting man in the world’. Business

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IMAGE REFERENCES

Beer Image. Retrieved from https://media.minutouno.com/adjuntos/150/imagenes/023/386/0023386489.jpg

Dos Equis Beer with Lemon. Retrieved from https://swankystacoshop.files.wordpress.com/2014/04/dos-equis-beer-pint-glass-cinco-de-mayodrink-special-memphis-southaven-germantown-franklin.jpg

Havas Offices. Retrieved from http://www.gallin.com/wp-content/uploads/2015/12/Gallin-Havas-53.jpg

Erin Andrews Dos Equis Ad. Retrieved from http://static.adweek.com/adweek.com-prod/wp-content/uploads/files/erin-andrews-dos-equis-ep-2016. jpg

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The Final Interview. Retrieved from http://cdn.rollingstone.com/feature/dosequis/img/Rs-DosEquis-OG-1200x630.png

Dos Equis Ad. Retrieved from https://asellersnote.files.wordpress.com/2017/05/dos_equis.png?w=1280

Most Interesting Man Ad. Retrieved from http://cdn.chilledmagazine.com/wp-content/uploads/2016/10/New-Most-Interesting-Man-feat.jpg

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