Razor Branding Blog

Most Interesting Man on Facebook Builds Brand

The most interesting man in the world has propelled Dos Equis to be the first beer to have more than 1,000,000 fans on Facebook.

Not Budweiser.

Not Miller.

Not Coors.

Dos Equis.  The first beer to cross the one million fans mark is not a market dominant brand.  It isn't even really a challenger brand.  It's rather small compared to the other more successful products in the category.

So, how did Dos Equis reach this all important milestone first?

The Most Interesting Man in the World.  By creating a character that builds a connection with consumers, Dos Equis was able to build their followers.

These followers are active engaged fans on Facebook generating between 100 and 1000 posts per day. 

Does Dos Equis limit their posts?  Nope - no filters. 

Does Dos Equis try to control the conversation?  Nope - the fans are leading the topics of discussion. 

Does Dos Equis have a fancy Facebook page with lots of bells & whistles?  Nope - just a regular page with lots of content and fun conversations.

How did they build the brand?  Check out the following spot and you will see that it is really all about the content.  They changed the conversation (no drunk frat guys or talking frogs) and built an emotional connection with their consumers.  And its working.