Just over six months after saying goodbye to our beloved icon, we needed to introduce the man who would take his place – and it wasn’t going to be easy. Fans would be curious, doubtful, or worse, angry. We had to get them excited about the new campaign and make it clear that despite debuting a new man, Dos Equis will always encourage fans to stay thirsty.
We picked up with the new campaign right where we left off — on social and digital. Utilizing the brand’s iconic wit and humor, we created a series of videos based on anticipated fan reactions to the unveiling of a new Most Interesting Man. The videos were released as Facebook responses to those who expressed negative feelings about the new lead. In the 'Embrace the Hate' series, our intent was to reverse the sentiment and provide information about the Most Interesting Man to help prove that he is, in fact, worthy of the title. Additionally, a series of unlisted videos were posted to YouTube to surprise and delight fans who were searching for more information. We also crafted custom and detailed social responses to further build the legend of the new Most Interesting Man. When you put it all together, it's clear that although there is a new man, Dos Equis is still the same brand fans have come to know and love.
EMBRACE THE HATE VIDEOS
We knew the new Most interesting Man would be a touchy subject for some
of the old Dos Equis fans. Therefore, we made sure to have replies for all
"less enthusiastic" comments coming for us in social media.