Dos Equis is the first official beer sponsor of the College Football Playoff and they’re letting their Most Interesting Man promote the sponsorship with a multi-platform campaign that shows him doing more of his gleeful stunts.
The popular beer brand is encouraging fans to go for “Game Day Greatness” this season as part of the brand’s commitment to elevate the game day experience. Fans can win tickets to the College Football Playoff National Championship, take part in game day experiences and “Stay Thirsty” with the Most Interesting Man through filters and lenses on Snapchat. To culminate the inaugural year sponsorship, the Most Interesting Man’s helicopter RV from the latest commercial will also be featured on-site at the CFP National Championship on January 9, 2017, in Tampa, Florida for tailgaters to get in on the action.
The spot, “The New Most Interesting Man in the World Traverses the Sand and the Serengetis” by Havas, shows the Most Interesting Man, now portrayed by Frenchman Augustin Legrand, in a new bunch of stunts, including driving swamp boats down sand dunes, dueling shogun-style, and in a nod to football, kicking a coconut through a goalpost of two giraffes with the voice over saying, “he played college football in high school.” He’s then seen watching college football on the Serengeti with friends next to a helicopter RV.
The campaign is part of a multi-year agreement between ESPN and Dos Equis to be the official beer sponsor of the CFP, which includes on-site, on-pack and integration rights and markings for the playoff, New Year’s bowl games and the National Championship.
“Working with the College Football Playoff and ESPN is a remarkable opportunity to help our consumers 'Stay Thirsty’ during one of the biggest sporting events in America,” said Andrew Katz, vice president of marketing for Dos Equis. “We’re committed to elevating the beer drinking experience for fans whether at the stadium, at home or at their local watering hole.”
Said Gil Beverly, VP ESPN College Sports Marketing, said: “Dos Equis is known for their breakthrough creative. This leveraging of the Most Interesting Man is an example of elevating a smart campaign through the combined power of ESPN’s leading platforms and through the positioning of being ‘The Official Beer of the College Football Playoff,’ to drive greater impact with this engaged, passionate audience.”