Dos Equis Has A New Most Interesting Spokesperson

2016-06-06 by Ronn Torossian

dos equis public relations

He was the Most Interesting Man in the World. Now he’s an average civilian. For weeks fans and marketing gurus wondered who would take over as the Most Interesting spokesman for Dos Equis beer.

Turns out, it should be spokesperson. Sports reporter Erin Andrews landed the job, a major get that put her name in the headlines for something other than winning a $55 million lawsuit, damages levied due to a secret video that filmed Andrews in the nude without her knowledge or consent.

The new gig doesn’t officially brand Andrews as the Most Interesting Woman in the World. In fact, she’s described as the 5,008th Most Interesting Person in the World. Congratulations, Erin, and to Dos Equis for its sexual equity.

The 15-second bit has all the same points of the longer Most Interesting Man shorts: rich-voiced narrator, silly situations, and script puns. For example: “Her personality is so infectious, she’s unable to enter hospitals…”

But when said narrator declares her the “5,008th” most interesting person, Andrews momentarily scowls in surprise before declaring: “I can drink beer with the best of them, and when I do, I drink Dos Equis.”

The close of the bit is a contest teaser daring Dos Equis drinkers to share the reasons why they are interesting. It’s an interesting salvo into the modern interactive media environment. Doritos hit it out of the park when they asked their fans to create Super Bowl commercials, and other brands have built entire marketing models around user-generated content.

Dos Equis is poised to ride the wave of social media interactive advertising well if they can get a handle on this concept. Their Most Interesting campaign is one of the most ubiquitous and recognized campaigns of the recent decade. There’s no doubt millions of beer-drinking football fans have bragged about doing “interesting” things or imagined themselves pulling off some of the stunts of Senor Most Interesting. Now, with an assist from Ms. Andrews, they have that chance.

About Ronn Torossian

Ronn Torossian is the Founder and CEO of 5W Public Relations. He is an experienced leader in the public relations industry with over 20 years of experience. Ronn Torossian has been named as Public Relations executive of the year by the American Business Awards, and has run countless award-winning Public Relations programs.

Ronn Torossian: Insights from a Native New Yorker and CEO of 5WPR

Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 250 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities