[VIDEO] Dos Equis sends Most Interesting Man on one last adventure into space
There comes a time in every brand’s life when its marketing campaign must be refreshed, or risk growing stale and increasingly ineffective. For Dos Equis, that time is now. While its “Most Interesting Man in the World” campaign has been exceedingly successful over its nine-year run—the Heineken-owned brand reports that its sales tripled in the U.S. since 2007—the campaign is ready to evolve. But not without a proper sendoff befitting of the campaign and its mascot.
Today Dos Equis launched its final commercial with actor Jonathan Goldsmith, the face of the “Most Interesting Man in the World” campaign, on YouTube. The ad shows the man, myth, and legend embarking on a one-way journey to Mars to seek out new unexplored adventures in the great unknown. On March 10, the brand plans to debut the ad on TNT during the Cleveland Cavaliers and Los Angeles Lakers NBA game. From there, Dos Equis plans to launch a series of shorter tie-in commercials, along with fan promotions and giveaways leading up to a final Cinco de Mayo.
With that said, Dos Equis notes that this is not the end of the campaign but an evolution. The brand has promised to reveal a new Most Interesting Man in the World later in 2016—and if KFC has taught us anything recently, it’s that the only thing better than a long-running mascot is a mascot that can fluidly transcend the persona of one spokesperson alone.
“From superheroes to superspies, our fans are accustomed to and enjoy different takes on the same character. We know ‘The Most Interesting Man in the World’ will continue to endure and grow, as the character’s story is bigger than one individual,” said Andrew Katz, VP of Marketing for Dos Equis. “Stay Thirsty isn’t just a tagline – it’s a mindset Dos Equis embraces daily to connect with our consumer and inspire everything we do.”
Check out the ad here:
Dark Wolf: accelerating security for USAF
As a small company whose biggest customers are the Department of Defense and the Intelligence Community, Dark Wolf Solutions (Dark Wolf) is a triple-threat, specializing in Cybersecurity, Software and DevOps, and Management Solutions. Dark Wolf secures and tests cloud platforms, develops and deploys applications, and offers consultancy services performing system engineering, system integration, and mission support.
The break for Dark Wolf came when the Department of Defense decided to explore software factories. Rick Tossavainen, Dark Wolf’s CEO, thinks it was an inspired path for the DoD to take. “It was a really great decision,” he says, “Let’s pull our people together as part of this digital transformation and recreate what Silicon Valley startup firms typically have. Let’s get into commercial facilities where we have open windows and big whiteboards and just promote ideation and collaboration. And it creates this collaborative environment where people start creating things much more rapidly than before.”
It has been, Tossavainen says, “amazing to watch” and has energized the Federal Contracting Sector with an influx of new talent and improved working environments that foster creativity and innovative ways of approaching traditional problems.
“We originally started working with the US Air Force about three years ago. The problem was at the time you could develop all the software you wanted but you couldn’t get it into production – you had to go through the traditional assessment and authorization process. I talked to Lauren Knausenberger and she told me about Kessel Run and what eventually came out of this was the DoD’s first continuous ATO [Authority To Operate].”
The secret to Dark Wolf’s success – and its partnerships with USAF and Space Force – lies in a client-first attitude. “We’re not looking to maximise revenue,” Tossavainen explains. “We tell all of our employees, if you’re ever faced with an issue and you don’t know how to resolve it, and one solution is better for the customer and the second is better for Dark Wolf, you always do number one. We’ve just got to take care of our customers, and I look for other partners that want to do that. And let’s work together so that we can bring them the best answer we can.”
Rapid releases and constant evolution of software are common themes among USAF’s partners. Like many firms operating in the commercial and public sector spaces, Dark Wolf leads with a DevSecOps approach.
“Failure is tolerated,” says Tossavainen. “If it’s not going the right way in three months, let’s adjust. Let’s rapidly change course. And you can tell really quickly if something’s going to be successful or not, because they’re doing deployments multiple times a day – to the customer.”