(excluding NCAA Final Four)
Why should anyone care what we think? Well, if you're interested in selling beer, our record of marketing predictions has no equal that we know of in the beer business. We've called every one of these beer-ad consequences well in advance (Advisory: Multiple links ahead!)...
- Bud Light's many advertising failures over the past several years (here in 2013, here in 2014, here also in 2014, here in 2016, and here in 2017)
- The abject market failure of Miller Fortune;
- Miller Lite's ad flops (here in 2014, here in 2015, here and here in 2016);
- Coors Light's strategy mess-- since abandoned-- in 2016);
- The dramatic success of craft-beer session IPAs in general and Founders All Day in particular (from launch to one of the top-ten craft beers in the five years' time since our prediction).
Paying attention yet, Dos Equis?
Just a few months ago, not long after Dos Equis introduced us to their then new "most interesting man" (also referred to as the "second-most interesting man" by some wags), we identified the four keys to the original advertising success. Accurately predicting how their new ads would fare, we went on to answer our own "(did) lightning strike twice?" question directly: It had not.
How about now?
If we do say so ourselves, our record of predicting beer-selling success and failure over the years is pretty impressive. So with sales continuing to fall behind the second-most interesting man ads, did the Dos Equis marketing brain trust go back to a clever focus on masculinity, the consequential strategic decision we had identified in their original "most interesting man" success? More important, did they choose to highlight and dramatize some unique property of their beer, as we had suggested when the first-most interesting man retired?
Nope... and nope.
In place of learning from the brand's past and profiting from HeyBeerDan insight, we get...
Failing to take advantage of brand experience and beer-advertising expertise?
That's not "interesante," it's "estúpido."