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Distinctive asset

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‘The most interesting man in the world’ for Dos Equis would surely rank among the handful of refreshingly different campaigns in the beer category. It succeeded in creating a mystique around the central protagonist ‘the most interesting man in the world’ played by Jonathan Goldsmith. It also had some great copywriting going for it. Sample these: The campaign was created in 2006 by Euro RSCG Worldwide and became hugely popular and even considered meme-worthy. “I…

In the marketing mix, investment behind media buying is perhaps the most expensive, especially when it comes to high value media properties such as the Super Bowl in the US or the IPL in India. So it is understandable if brand teams are anxious to ensure the correct brand attribution. When the viewer associates an ad with that of a competitor, referred to as brand misattribution, it is as if all the effort was to…