We've all seen the Dos Equis commercials and know the slogan, "Stay thirsty my friends". In fact, these commercials have been airing for Dos Equis for over 4 years now, and while they do come out with new commercials, the message remains the same.
This is the perfect example for image. Dos Equis is so effective in sending there apparent image of high quality interesting beer, that I actually had a friend in the Marine Corps who would imitate the guy from their commercial and half jokingly would say he wanted to grow up to be just like him.
Dos Equis tries to portray that their beer isn't for the likes of your typical college kid who prefers quantity of quality, no, its for me who consider themselves interesting and unique. Whether or not this image actually helps their sales, I'd say it is highly effective in sending their message to their consumers.
Dos Equis Commercial
Collection of Dos Equis Commercials - Example of long term brand management, new commercials over the years, however, same message.
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