The Most Interesting Man in The World ad campaign is coming to a close. The face that launched a thousand memes is taking a one-way trip to Mars. No joke.
The enormously successful campaign isn’t going away. Sales have nearly tripled since the campaign began in 2007. Dos Equis, owned by Heinekin, obviously know a good thing when it sees it and will continue with a new Most Interesting Man in the World after it retires Jonathan Goldsmith, the uber-suave actor who has played the character.
The new face is yet to be announced. It will be interesting to see how the campaign fairs with the change.
If you’re interested in make your own meme of The Most Interesting Man in the world or other well know memes, click here.
Update 3/28/16: CBS.com reported that Goldsmith is turning his attention to Make-A-Wish Foundation Vermont, helping grant wishes for children with life-threatening illnesses. He really is the most interesting man in the world.
I recently met a friend at Weber Grill Restaurant for lunch. As I walked toward the entrance I was greeted by the smell of charcoal burning. Despite the fact that it was about 35 degrees out and there was snow on the ground, somewhere in the back of my lizard brain I felt the sunshine of a summer’s day with kids laughter nearby. There were friends setting in lawn chairs chatting while a gaggle of men surrounded the grill (as they always do) at a backyard barbeque.
Never mind that the smell disappeared once I walked into the restaurant. The feelings and emotions of a lazy, lovely summer day were firmly planted in my mind.
Welcome to sensory marketing.
Too often marketers rely only on the visual to get messages across, ignoring the power of the other senses. However, research has shown that the other senses can sometimes invoke stronger reactions. For example, one university experiment found that giving pencils the unusual scent of tea tree oil dramatically increased research subjects’ ability to remember the pencils’ brand.
As an added bonus to marketers, consumers don’t usually perceive sensory marketing as advertising, so they don’t view the reaction with the cynical “advertising filter” most of us have.
So, don’t forget to give your customer’s other senses something to do.