Pastor Don Wolan

Pastor Donald Wolan
Downriver Christian Community Church
Melvindale, Michigan

Thursday, August 4, 2011

Dos Equis!

Over the past few years, there has been an advertising campaign by the Dos Equis Beer Company to increase its rather low sales of Dos Equis beer at home and abroad. A brilliant advertising idea was developed to associate drinking this particular beer with a man promoted as "The Most Interesting Man in the World!" The identification of the beer with this man quickly and dramatically impacted Dos Equis beer sales around the world! During the few years of this advertising gimmick, beer sales of Dos Equis jumped astronomically while other foreign beer sales were falling. By the way, "Dos Equis" means "Double X" in Spanish - not a very exciting name. It was no wonder that the company had to do something to increase the sales.

"According to the company, U.S. sales increased each year between 2006-2010 and tripled in Canada in 2008, although exact figures were not provided. Sales of Dos Equis said to have increased by 22% at a time when sale of other imported beer fell 4% in the U.S. The agency rationale for the brand strategy was defined thus; "He is a man rich in stories and experiences, much the way the audience hopes to be in the future. Rather than an embodiment of the brand, The Most Interesting Man is a voluntary brand spokesperson: he and Dos Equis share a point of view on life that it should be lived interestingly." (Wikipedia)

I remember walking into the house of a friend who had been a beer drinker from from his youth. I noticed that his "stash" in his garage was almost all Dos Equis beer! Until now, this man had fancied himself a Bud Light man and would NEVER drink that foreign stuff! To my amazement, there it was in green and red, tons of Dos Equis beer! It showed me how much impact an idea or an identification could change the habits of someone so set in his ways. Companies pay big money to have their particular product worn or promoted by someone the public likes and identifies with.  

While watching all the Dos Equis beer commercials on YouTube, it dawned on me that the most interesting man who ever lived has impacted many more lives than the Dos Equis man ever dreamed of, and He had much more interesting things to say about all of life and death! The most interesting man who ever lived was real and changed the course of the world. He did not need an advertising department to develop His image and stories. He just lived His life as the Holy Spirit directed Him and the rest is history, or His Story as we say!  I put together some "interesting" facts about "The Most Interesting Man Who Ever Lived" in the following short video. I hope you enjoy the tongue-in-cheek lampooning of the Dos Equis' "The Most Interesting Man in the World!"

Stay holy my friends,
Pastor Don

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