4234 strategy deck
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Wilhelm Hasse had a dream in 1897 to become a brewing legend in Mexico. He moved from Germany to Mexico and founded the Moctezume Brewery. The brewery's most famous brands are Dos Equis Amber and Lager. In 2006, Dos Equis launched an advertising campaign featuring "The Most Interesting Man in the World" character. The campaign was very successful, doubling Dos Equis sales between 2006-2011 and making it the 6th largest imported beer in the US.
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4234 strategy deck
- 2. The history of dos equis “In 1897, Wilhelm Hasse had a dream. A dream to become a Mexican brewing legend. It’s an unusual dream for a German man living in Germany, but he saw an opportunity to bring his beer expertise across the sea, and went for it. He embarked upon a 7,000 mile voyage and moved to Mexico.” THE MOCTEZUME BREWERY THE NAME DOS EQUIS AMBAR & LAGER
- 3. The most interesting man in the world https://www.youtube.com/watch?v=L-4zfsy6rsM
- 4. “Life should be lived interestingly” “I don’t always drink beer, but when I do, I prefer Dos Equis” “Stay thirsty, my friends” The most interesting idea
- 5. The most interesting strategy 2006 campaign’s first ads air in a few select markets in the West 2009 campaign goes national and secures a legacy in pop culture 2008 Dos Equis sales triple in Canada
- 6. The most interesting Success 2006-2011 Dos Equis sales double to more than 15 million cases 2011 Dos Equis gains 15.4% in U.S. shipments vs. 2.7% average growth for the top 10 imports Dos Equis has become the country’s sixth-largest imported beer
- 7. Sales Success Sales and Distribution Brand Lift - +111% volume growth from 2007-2012 - Average 16.5% year-over-year volume growth (fastest growing brand in the Import category) - Increased overall distribution for Dos Equis Lager +47% since 2007 - +47% increase in total Brand Awareness Awareness - 254% lift in Communication Awareness in in core markets
- 8. - Google Images search of The Most Interesting Man In The World yields 1.75B results - In the first national year of the campaign, the brand earned the equivalent of 600 million additional ad impressions and $38 million worth of free media exposure from parodies alone Cultural Success
- 9. Dos Equis: swot analysis STRENGTHS - Distinctive taste - Mexican heritage - Success of “Interesting Man” campaign - Quality products: Special Lager and Ambar - Potential expansion of Interesting Man Campaign (Darker Side) OPPORTUNITIES - Acquisition by Heineken; number one performer for Heineken - Continued growth of social media marketing - Average consumer who spends $1,200 annually on THREATS - Number one competition: Corona - Declining U.S. sales for beer industry - Over 4,300 brands of beer available to consumers - Category ad spending growth: over 1.8B in 2011 WEAKNESSES - Relatively small company - Limited products for brand line - Difficulty launching “Darker Side” campaign
- 10. Dos Equis Mind Map DOS EQUIS The Most Interesting Man In The World Advertisin g Campaign Social Media - YouTu be Distribution - Small markets 2006 - National 2009 “Man” Persona - International - Wealthy - Worldly - Mid-70s - Surrounded by beautiful women - witticism Success - Brand recognition - Sales - Market share Bran d History - 1987 - German founder; moved to Mexico - Name evolved Special Products - Lager Especial - Ambar Acquired by Heineken Marke t Competition - Main – Corona - CoorsLight - Budweiser - St Pauli Girl Over 4300 brands Average consumer who spends $1,200 annually on beer Average consumer who spends $1,200 annually on beer
- 11. The most interesting man in the world The Most Interesting Idea The Most Interesting Strategy The Most Interesting Success Sales Success Cultural Success SWOT Analysis Dos Equis Mind Map
Editor's Notes
- THE MOCTEZUMA BREWERY Now, mixing the culture of Germany with the culture of Mexico doesn’t always work. You can end up with burros in lederhosen or sauerkraut tacos. But when Wilhelm brewed his first batch in the Moctezuma Brewery, he knew he had a beer worthy of its worldly heritage. THE NAME He originally named it “Siglo XX” as a Roman numeral way of ushering in the upcoming 20th century. But today we call it Dos Equis, which is Spanish for “two Xs,” both because Dos Equis stands for the kinds of things that are worth doing more than once and because the Spanish version of “two Xs” sounds way better than the English version. DOS EQUIS AMBAR & LAGER Dos Equis Ambar came first, followed by Dos Equis Lager Especial. Their arrival ushered in a golden (and amber) age of beer drinking that’s still going strong today. The next time you have one, raise a glass to Wilhelm, the Mexican brewing legend who stayed thirsty.
- people who drank beer were tired of being seen as “average,” rather they wanted to be thought of as being someone extraordinary. Their approach was to create a personality who was not going to be seen as competition but who has lived a full life with experiences those drinking Dos Equis may want to emulate. a 70ish man who has traveled the world and who has performed amazing and unbelievable feats during his lifetime. DIFFERENTIATION from beer ads
- "more than anything else, [drinkers] really wanted to be seen as interesting by their friends," the target of young men would not "see him as a threat or as a reminder of accomplishments they hadn't achieved yet," Mr. Smailes said. He "needed to be someone to work toward, vs. a mirror of themselves." because it does not want the character to overshadow the brand. "You want to make sure the awareness is around the brand, instead of the awareness of the character," said Kheri Holland Tillman, VP-trade marketing and sales strategy.
- Dos Equis Amber, a dark lager that accounts for about 30% of brand sales. "They say having a dark side will lead to no good. I certainly hope so," the Man says in one ad.