{"id":13772,"date":"2016-03-10T09:00:49","date_gmt":"2016-03-10T14:00:49","guid":{"rendered":"http:\/\/www.Centives.net\/S\/?p=13772"},"modified":"2016-03-09T21:44:53","modified_gmt":"2016-03-10T02:44:53","slug":"the-most-interesting-man-in-the-world-is-leaving-this-world","status":"publish","type":"post","link":"http:\/\/www.Centives.net\/S\/2016\/the-most-interesting-man-in-the-world-is-leaving-this-world\/","title":{"rendered":"The Most Interesting Man In The World Is Leaving This World"},"content":{"rendered":"<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"\" src=\"http:\/\/www.Centives.net\/S\/wp-content\/uploads\/2016\/03\/031016_0240_TheMostInte1.jpg\" alt=\"\" width=\"640\" height=\"400\" \/><\/p>\n<p>In 2006 Don Equis launched a ground-breaking ad campaign featuring Jonathan Goldsmith as the &#8220;most interesting man in the world.&#8221; Now they&#8217;ve announced that the hero of the ads has decided to set his sights beyond our own world and is looking to conquer our sister planet. He will be appearing in a final spot going off to Mars. E.J. Schultz wrote:<\/p>\n<ul>\n<li>The &#8220;most interesting man in the world&#8221; campaign was immensely successfully and has been rated the number one ad campaign in the beer industry.<\/li>\n<li>Sales more than doubled in the five years after the campaign launched \u2013 and even in 2015 sales grew 10.2%.<\/li>\n<li>The campaign&#8217;s success is thought to be in part because the brand eschewed the use of younger actors that other beer brands are fond of.<\/li>\n<li>Instead by having an elderly man as the star it is thought that he is not a threat or reminder of what viewers haven&#8217;t achieved yet. Instead he is an ideal to strive for rather than a mirror for comparison.<\/li>\n<li>The work was lucrative for the actor who got the role after a general casting call \u2013 he is thought to potentially earn over $1 million in 2016.<\/li>\n<li>The actor, however, is 77, and Dos Equis now sponsors the College Football Playoffs. The brand is looking to find a new star that better suits its image as brand sponsor.<\/li>\n<li>Executives are consulting with the people behind James Bond \u2013 believing that their expertise in picking different actors to play spins on the same character is the way forwards.<\/li>\n<\/ul>\n<p>The full article has quotes from Goldsmith and describes the transition that the brand is trying to make. Read it <a href=\"http:\/\/adage.com\/article\/cmo-strategy\/dos-equis-swap-actor-plays-interesting-man\/303026\/\">here<\/a>.<\/p>\n<p>Source: <a href=\"http:\/\/adage.com\/article\/cmo-strategy\/dos-equis-swap-actor-plays-interesting-man\/303026\/\">Ad Age<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In 2006 Don Equis launched a ground-breaking ad campaign featuring Jonathan Goldsmith as the &#8220;most interesting man in the world.&#8221; Now they&#8217;ve announced that the hero of the ads has decided to set his sights beyond our own world and is looking to conquer our sister planet. He will be appearing in a final spot [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":13771,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-13772","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-daily-bulletin"],"jetpack_featured_media_url":"http:\/\/www.Centives.net\/S\/wp-content\/uploads\/2016\/03\/031016_0240_TheMostInte1.jpg","_links":{"self":[{"href":"http:\/\/www.Centives.net\/S\/wp-json\/wp\/v2\/posts\/13772","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.Centives.net\/S\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.Centives.net\/S\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.Centives.net\/S\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.Centives.net\/S\/wp-json\/wp\/v2\/comments?post=13772"}],"version-history":[{"count":6,"href":"http:\/\/www.Centives.net\/S\/wp-json\/wp\/v2\/posts\/13772\/revisions"}],"predecessor-version":[{"id":13778,"href":"http:\/\/www.Centives.net\/S\/wp-json\/wp\/v2\/posts\/13772\/revisions\/13778"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.Centives.net\/S\/wp-json\/wp\/v2\/media\/13771"}],"wp:attachment":[{"href":"http:\/\/www.Centives.net\/S\/wp-json\/wp\/v2\/media?parent=13772"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.Centives.net\/S\/wp-json\/wp\/v2\/categories?post=13772"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.Centives.net\/S\/wp-json\/wp\/v2\/tags?post=13772"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}