What's Next for the New Most Interesting Man?
Posted in: Uncategorized
But Heineken USA executives say that as the campaign evolves, several significant differences will emerge. For one, the brand is trying to contemporize the role that women play in the spots. In the old ads, females merely fawned over the man. Often dressed in sexy cocktail dress outfits, they hung on him as he delivered his signature line — “I don’t always drink beer, but when I do, I prefer Dos Equis.”
“The women will play a more active role in the storytelling,” said Andrew Katz, Heineken USA’s VP-marketing for Dos Equis. “In the past they were very passive, they were just there, and I think now they will be more central to some of the stories we tell.”
In the teaser, a mysterious woman appears at the end. Could there be a Most Interesting Woman in the World role? “Right now there is not, but there will be many interesting women that he encounters along his journey,” Mr. Katz said.
Post a Comment