REMARKABLE /
EPISODE #5
The Most Interesting B2B Marketing Content In the World, Inspired by Dos Equis

On this episode, we break down the slogan that helped triple sales for Dos Equis.

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Episode Summary

[Cue Latin jazz music] It is the content that sells itself. It ranks #1 – no matter what you Google. It is the most interesting B2B marketing content in the world. And it’s yours.

Or at least it could be, after listening to this episode. Because we’re showing you branding tricks from the Dos Equis Most Interesting Man in the World campaign.

In this episode, we break down the slogan that helped triple sales for Dos Equis. According to PRNewswire, about fifty percent of customers rely on your slogan when considering doing business with you. Few things are more important for B2B marketing, so we’re here to help you ensure your slogan is as amazing as your product is.

Why Dos Equis?

The brand’s slogan was a key part of the Most Interesting Man in the World campaign that nearly tripled business for Dos Equis. During the campaign, the number of cases of Dos Equis shipped increased by nearly 35%, and Heineken estimated that around 25% of its growth in the future would come from the Dos Equis brand. The ad also became a part of the cultural zeitgeist, inspiring countless memes, spoofs, and Halloween costumes. So the Most Interesting Man in the World campaign has paid off for Dos Equis. Could a similarly bold campaign pay off for your B2B marketing?

About Dos Equis

Dos Equis is a Mexican lager-style beer made by the Cuauhtémoc Moctezuma Brewery, based in Monterrey, Mexico. The brewery was founded by German immigrant Wilhelm Hasse in 1890 and  is currently owned by Heineken. The same brewery also produces Tecate and Sol.

The Most Interesting Man in the World ads were created by Karl Lieberman and Brandon Henderson for an agency called EuroRSCG, New York. They aired in the U.S. from 2007 to 2015. Jonathan Goldsmith played the titular character, and the spots were narrated by William Lyman. The campaign features the Most Interesting Man in the World, Hemingway-esque character whose worldly larger-than-life exploits include bench-pressing women, sewing his own stitches, and swan diving from cliffs. The Most Interesting Man would end the commercials by saying the brand’s two-part slogan: “Because of the campaign, the two-part slogan, “I don’t always drink beer, but when I do I prefer Dos Equis,” and “Stay thirsty, my friends,” the Dos Equis brand decidedly set itself apart. It wasn’t just for the leisurely beach-going dude – it was for the dudes who aspired to be something more…interesting.

Key Takeaways

What B2B Companies Can Learn From Dos Equis:

  • Your slogan should speak to your customer’s aspirations. Do consumer research to get to know your customers. Whether it’s your current or target customers, find out what motivates them. Is it wealth? A desire to belong? Getting a thrill? The team behind the Dos Equis slogan got wind that their male customers wanted to feel like they were more sophisticated. Working from this, they devised The Most Interesting Man in the World campaign.
  • Would I wear the t-shirt? This is self-explanatory. But let's dig deeper into what that means. If someone wants to wear your brand's T-shirt, then they also feel an emotional investment in your brand. So remember, a catchy slogan isn't enough. You've also got to figure out how to create brand ambassadors through your campaigns.
  • Make it a CTA. Call your customers to action with your slogan. Many of the greats do this: Nike tells its customers to “just do it," Subway challenges theirs to “eat fresh,” and Toyota extends an invitation by simply saying, “Let’s go places.” These CTA’s are incredibly simple, and that’s also why audiences respond to them. An effective CTA gets potential customers’ attention and deepens engagement with current customers. Ultimately, it guides them to your marketing funnel and leads them to conversion.
Quotes

*”The slogan is, ‘Stay thirsty, my friends.’ And like that's a key differentiator, right? Is like the aspirational part of your slogan, which is, you want your community or your fans or whatever, or the people who purchase your product, uh, to do X, Y, and Z, to live a great life, to explore, to, you know, innovate, to do whatever it is that you want them to do. Like that is aspirational. Talking about your company is very different. And like, this is what I call the wear the t-shirt moment is like, would you wear a t-shirt that says, I prefer Dos Equis?” - Ian Faison

*”When you talk about creating an iconic character to deliver the slogan and the message, it's like people dress up like this guy for Halloween, the actor, the actor slash in in character was invited to the White House to sit with Obama. I mean, that's insane.” - Dane Eckerle

*”Here always has to be something that you're telling your audience to go look at, to go read, to go watch, to go like follow up on or talk to someone. And I feel like this is probably the most like natural, like funny, relatable cTA that's been part of a brand's slogan, like, just stay thirsty, my friends like go out like, like Ian said, like go out, like have adventures, like do all these cool things.” - Anagha Das

Episode Highlights

Links

Get nostalgic! Watch the Most Interesting Man in the World ads

Learn more about Dos Equis

Take a look at Liquid Death’s Not a Water Boy campaign

Other slogan ideas:

Coca Cola “Open Happiness”

Apple “Think Different”

Slack “Where Work Happens”

About Remarkable!

Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both non-fiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com.

In today’s episode, you heard from Ian Faison (CEO of Caspian Studios), Dane Eckerle (Head of Development), Colin Stamps (Podcast Launch Manager), Anagha Das (B2B Content Marketing Manager), and Meredith O’Neil (Senior Producer). Remarkable was produced this week by Meredith O’Neil, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK.

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