Dos Equis' "most interesting" insight: scarcity

This event report argues that scarcity has been a key factor behind the success of "The Most Interesting Man in the World" campaign from Dos Equis beer.

Dos Equis' "most interesting" insight: scarcity

Geoffrey PrecourtWarc

The list of marketing laurels could tumble down the side of a Dos Equis bottle like so many medals on a five-star general's lapel: gold awards from the North American and worldwide Effies, a Cannes Creative Effectiveness Lion and WPP Atticus Award for starters, as well as honors from the CLIOs, the One Show, Cresta and the Kinsale Shark Irish Advertising Awards Festival.

So when Dolf van den Brink, Heineken USA's president/ceo, and Andrew Bennett, global ceo of Havas Worldwide, appeared before the...

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