US: Heineken expands Dos Equis' Most Interesting Man reach

By | 19 March 2009

Heineken is to take its 'The Most Interesting Man in the World' (MIM) marketing campaign for the Dos Equis beer brand to a national level in the US.

Throughout the year, Dos Equis will be premiering two new 30-second instalments of MIM and three 15-second spots, the brewer's US arm said yesterday (18 March).

 "There's been a tremendous response to this campaign since its inception and we are thrilled to share The Most Interesting Man with consumers on a national level," said Kheri Tillman, vice president of marketing, Dos Equis and Heineken US. "In the past three years, this campaign has been critical to driving the brand's success in targeted markets and we're very proud to now take the distinguished campaign to the national stage."

Beginning today, spots featuring the MIM will air on primetime television during entertainment and sports programming, including select shows on Comedy Central, ESPN, FX and TNT.

The national television schedule will air for 18 weeks during key Dos Equis sales periods, including Cinco de Mayo, summer, Halloween and holiday. 

The campaign will be supported by a campaign with TV, radio, out of home, promotions, on-and off-premise activation, PR and digital initiatives.

Sectors: Beer & cider

Companies: Heineken

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