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Home » Rants, Raves, Rights & Wrongs » Creativity - Thinking outside the rhombus. » Why You Can’t Just Fire The Most Interesting Man In The World

Why You Can’t Just Fire The Most Interesting Man In The World

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Oldies but Goodies ~ Archives

Maybe I’m late to the game, but just saw my first Most Interesting Imposter ad on ESPN and I feel terrible.

That scruffy looking lad is clearly not even qualified to be The Most Interesting Man in The Room. When done well, campaigns and the people who made them great should walk off into the sunset together.

What’s next? A new FLO for Progressive? No. Of course not. 

“People” don’t appreciate feeling like they’ve been tricked or that what they have determined to be important (or true) is not shown the respect that they feel it deserves…ironically, by the people that created that something in the first place.

The Dos Equis folks would do well to go back and read the New Coke marketing case studies from the 80’s.

When you create something that finally sticks with people, you have to realize  that it no longer belongs to you – but to everyone. You may never really know how important something is until you try to take it away from someone.

Some old-timey manners would work well here I think … when you get to the party, you dance with who brung ya.

Like it or not, there will always only be one “Where’s the Beef?” lady, one “Can you hear me now? guy,  one “Flo” one “Mr. Whipple” in the hearts and minds of consumers. Shame on those in the business who seem to think otherwise. As the classic marketing idiom dictates, “The Message IS the Medium” and the Medium includes the specific person  (or thing) that is delivering that message.

I think Dos Equis could have done much more with the Interesting storyline if the goal was to transition away from the graying man who made the whole concept famous (Son of The Most Interesting Man in the World?) but you just can’t throw away a decade of personal, individual, experiences and expect people to blindly fall in love with a new & improved MAN just because you assumed we were getting tired of the old one.

Great run Dos Equis…I just wish you had spent a little more time on your succession planning. 

~ TK

Why Dos Equis Replaced ‘The Most Interesting Man in the World’ – RealClearLife http://www.realclearlife.com/2016/09/27/why-dos-equis-replaced-the-most-interesting-man-in-the-world/ (Share from CM Browser)

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