The Tasting Panel magazine

November 2012

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Page 92 of 140

BEER INNOVATION "It's time to become more familiar with the unfamiliar:" The perfect motto for innovative, interesting Dos Equis drinkers. "The Most Interesting Man in the World campaign has been an unbelievable avenue for helping bring about widespread awareness for the Dos Equis brand overall," says Ryan Thompson, Brand Manager for Dos Equis at Heineken USA. "The inventiveness and mystique that the Most Interesting Man exudes resonates perfectly with our target consumer, and has created an indelible connection with them that goes beyond the beer drinking experience." To further capitalize on the popular- ity of the campaign, this past fall Dos Equis re-launched the Most Interesting Academy. Originally introduced in 2009, this year's Academy is a multi- faceted marketing approach that connects directly with consumers and their ambitions. Included in the re-launch is a new website (www. that offers "Coursework" on the kinds of knowledge and essential skills that 92 / the tasting panel / november 2012 consumers were (probably) unaware they needed to brush up on, like "How to Break Anything With Your Bare Hands," "How to Rule at Rock, Paper, Scissors" and "The Quick and Dirty on Camel Racing." In addition to conveying such life les- sons that help make most anyone imme- diately more interesting, Dos Equis rolled out a culinary outreach effort in the form of the Mobile Academy. "Dos Equis partnered with top-tier chefs and food trucks nationwide that align perfectly with the brand's core values," Thompson explains. "These seven trucks were tasked with creating a daring and interesting culinary menu to serve adventurous foodies throughout each city." Adventurous indeed: In Chicago, the DucknRoll truck served miso-braised beef tongue with sea cucumber and jellyfish salad; in Dallas, Nammi Truck offered soy silkworm, jellyfish, and crispy spiced quail on banh mi baguettes; Houston's H-Town StrEATs whipped up grilled kangaroo, Barramundi fillets and wontons stuffed with Australian rock lobster and sea urchin; diners in Miami feasted on cow's tongue arepita, alligator tail empanadas, and Venezuelan-style frog legs prepared by Los Chamos; Hey Joe! Food Truck created python sisig, crocodile lumpia and camel siopao for hungry Phoenix residents; in San Diego, MIHO Gastrotruck featured octopus takoyaki, prawn samosa and wild hare paella; and San Franciscans dined on duck egg itlog na Maalat, chicken feet Adidas atchara and pig's head sisig, all courtesy of Hapa SF. Each Mobile Academy truck had accompanying culinary ambassadors, who provided extensive background on the culture and regions represented through the unique global menus. In the Hands of the Consumers No doubt, the Most Interesting Man

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