We brought an Iconic new spokesperson to life
When Dos Equis launched a newly rebranded Most Interesting Man in the World, the brand wanted to make an impact beyond its new TV commercial campaign. They wanted to show the world that its new face was more in line with the world around us.
We developed his origin story and built out his persona to create an authentic personality. His entire life’s story was published on a password-protected website that was sent to outlets alongside the press release about the new Most Interesting Man in the World and contained facts and context that could only be found there. During the rollout, multiple news sites referenced information from the exclusive site.
WE Created a Dialogue through SMS
We then offered this new persona to media as “text”clusive interviews with the man himself—not the actor playing him—that brought the character to life. We had real conversations with real journalists.
Role: Copywriter and Content Creative
I was heavily involved in the creation and drafting of The Most Interesting Man’s origin story. I also led the development of the conversation scripts designed to guide our conversations with media. I also assisted in the production of visual assets meant to add additional dimension to his character which were inspired by modern social media trends like ‘everyday carry’ and ‘outfit grid’ photography.
Team
Cory McLitus, Kit Morrison, Lisa Parisi,
Vincent Dente, Tyler Gray, and Nicco Graham