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Dos Equis 'Freak Show' Goes on Tour

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Jim Rose, a potential poster boy for any "do not try this at home" warning, is teaming with Dos Equis to bring the beer's "The Most Interesting Man in the World" campaign to life.

Beginning next month, Rose will host The Most Interesting Show in the World Tour, which is scheduled to hit more than a dozen cities in two months. Playing off Rose's legendary Jim Rose Circus, Dos Equis' event will feature such acts as Japanese robotic dancers, fire jugglers and French burlesque singers. Rose himself is known for swallowing glass, plunging nails and needles into his body and other assorted demonstrations.

MISW will hit bars, nightclubs and small, theater-like venues. The first stop is scheduled for Oct. 8 in San Diego, and the tour goes through Los Angeles, Dallas, Chicago, Miami and New York before concluding Nov. 14 at the Borgata casino in Atlantic City, N.J. Print, radio and local promotions support.

"We're focused on creating an engaging experience built around the essence of the ad campaign and the relevant passions and interests of our consumers," said Elizabeth Costa, Heineken USA's events and sponsorship director for Dos Equis. "The Most Interesting Show in the World is a natural way to bring to life the intrinsic qualities and allure of the 'The Most Interesting Man in the World.'"

Heineken USA, White Plains, N.Y., assumed U.S. marketing and distribution duties for Dos Equis and several other brands brewed by Femsa Cerveza of Mexico in 2005. Since then the company has pushed Dos Equis distribution beyond its base of Mexican restaurants and the Southwest. "The Most Interesting Man" campaign, via Euro RSCG, New York, launched last year with TV spots featuring a bearded, tuxedo-clad man always in the company of women. He concludes each ad with the tag, "Stay thirsty, my friends."

Dos Equis spent $12 million on U.S. media last year and $10.5 million January-July 2008 (not including online spending), per Nielsen Monitor-Plus. Dos Equis sales to retailers during the first half are up 18% compared with last year's pace, according to the Dutch company's latest financial report.