He "doesn't always drink beer", but he always represents Dos Equis

Jonathan Goldsmith, the actor who is better know as Dos Equis' titled "The Most Interesting Man in the World", is causing a stir by throwing his clout behind Obama and hosting a fundraiser for the president.

This political activism is evidently upsetting some consumers, who in turn are taking it out on Dos Equis by posting their displeasure on the brand's Facebook page. An Ad Age article captured the following quotes: "Since you are supporting Obama you just lost a customer". . . "Mexican beer for Obama............bye-bye Dos Equis"

Dos Equis moved to distance itself from the controversy by releasing a statement saying: "Mr. Goldsmith's opinions and views are strictly his own, and do not represent those of Dos Equis."  But unlike some celebrity spokesman, Goldsmith's character is closer to a brand mascot. Therefore, he's not only the face of the brand, but also encompasses the full essence of the brand image/equity.  So, how can his views not represent the brand in consumers' minds?

There's no doubt that "The Most Interesting Man In the World" campaign has been a tremendous success, perhaps one of the best advertising campaigns in recent CPG history, but anytime you leverage a spokesman you turn over some control of the brand to them. It would be easy for Goldsmith to highjack the brand, but it doesn't feel like he's doing that here and hosting a political fundraiser for the sitting president is far from committing a crime. So, in this case I think it's more what you do about nothing versus a real brand concern at this point. Sure the brand may lose a few consumers, but it's just as likely to gain a few and in the meantime pick up a little free PR.  The big question it raises, is does Dos Equis have a longterm transition plan?  At some point the brand will have to move on from Goldsmith and that transition will need to be made slowly over time as not to confuse or upset consumers.

The Classic Volkswagen Beetle Reinvented for 2012

I really like the new Volkswagen Beetle TV commercial.  It does an excellent job celebrating the iconic status of the VW Beetle in American folklore and then connecting that iconic status to today's world by showing the car is just as relevant and charming as ever.  Take a look...



Great job VW, Great job

Axe. Hair. It's What Girls See First

Axe is back at it again with a new controversial tv ad focused on its hair care products.

The ad tells a story of a budding office romance by showing a man represented by a cartoon of a man's hair and a women represented by a cartoon of a women's chest to play up the importance of the fact that hair is the first thing women notice in a man, just as the stereotype would be a woman's chest is the first thing the man notices.  Take a look...

I admit that I'm not the target for this ad as it is clearly focused Axe's prime prospect of teenaged boys.   Nevertheless, I do not think the ad is highly effective for a few reasons.  First, while it catches a viewers attention with its unique imagery of a women's chest, it's confusing and the viewer has to figure out what's going on and why.  Second, the ad is very weak in terms of branding and doesn't sell me on why Axe is uniquely positioned to help win the girl.

Consumer Good Manufacturers Are Going Retail

Consumer product good manufacturers are going retail.  Not sure when it started, but as an ex-P&Ger I'll give Procter & Gamble credit for starting the trend a few years ago with the launch of Tide Dry Cleaners and the Mr. Clean Car Wash

In the last few months this trend of CPG manufacturers opening their own retail stores appears to have accelerated.  McCormick recently opened a store in Maryland...

...while Dannon and Chobani have both opened up restaurants in New York City...

...and now Barilla, yep the pasta company, has also announced it will open its first restaurant.

So, what's behind this invest in retail outlets?  It's an attempt for brands to take stronger control of their value chain by owning the customer experience at point of purchase.  It also gives manufacturers a way to present, as well as boost, their brand equity in ways that aren't possible in a traditional grocery store.  Finally, it allows brands to uncover new consumer insights by directly interacting with its end users, test new products, and drive awareness.  Apparel brands have been doing this for years as they have understood the value of protecting their brand image and promoting the lifestyle aspect of their brands.  As brand experience continues to become a more important aspect of marketing, I'd anticipate this retailing trend continuing.