News

BizBash
How Jack Daniel's Evoked the Spirit of Its Founder
3/2/2017
BizBash
Art Basel 2016: Inside the Splashiest Events and Installations
12/9/2016
Artnet News
Beach Party at the Nautilus
12/1/2016
BizBash
7 Ways to Make Your Events Stand Out From the Pack
11/21/2016
Miami New Times
Jack Daniel's Pops Up in Wynwood With Live Music, Tastings, and the Safe That Killed Jack
11/18/2016
BizBash
See the Winners of the 2016 BizBash Event Style Awards
11/17/2016
The Fader
Jack Daniel’s Turned A Chicago Storefront Into A Lynchburg-Inspired Saloon
11/10/2016
The Drum
Jack Daniel’s celebrates 150 years with pop-up ‘general stores’ in three cities
10/20/2016
BizBash
Why Jack Daniel's Hauled a Half-Ton Safe to New York
10/14/2016
Ad Week
The Mythical Safe That Cost Jack Daniel's Founder His Life Just Turned Up in NYC
10/10/2016
LA Guest List
Dos Equis Celebrated Most Interesting Man in the World with their Coveted Collection Tour
5/10/2016
Magnetic Magazine
The Impact Plan & Dos Equis Threw The Most Interesting Multi-Million-Dosita Auction Party in DTLA
5/10/2016
Village Voice
Dos Equis' 'Most Interesting Man in the World' Auctions Off His Treasures
4/14/2016
Event Marketer
Nine Ways Alcohol Brands are Adding Flavor to their Event Portfolios
3/2/2016
Fader
Ja Rule was Stellar at Jack Daniel's Motel No. 7 in Miami
2/24/2016
Fader
Robbie Rivera Kicks Off Jack Daniel's Motel No. 7 in Miami
2/24/2016
Event Marketer
Spirits Marketers Leverage the Allure of the Speakeasy
2/18/2016
WSVN News
Jack Daniel's Motel No. 7 Pop-Up
1/19/2016
Thrillist
Jack Daniel's Built a Motel and It's Glorious
11/20/2015
Page Six
Andrew W. K. officiates Vegas-style wedding in warehouse
11/18/2015
Fader
Cloud Nothing Proves Rock is Alive at Motel No. 7
11/18/2015
Bedford and Bowery
Jack Daniel's Greenpoint Rager Made Good on Promise: 'Noise Complaints... Guaranteed'
11/18/2015
Local Bozo
Jack Daniel's Hosts Motel No. 7 with Andrew W. K. and T-Pain in Wild Night Out
11/18/2015
Fader
T-Pain Inaugurates Jack Daniel's Motel No. 7 Experience
11/18/2015
Brooklyn Magazine
T-Pain is Playing a Massive Greenpoint Warehouse Party You Can't Get Into
11/18/2015
Event Marketer
Inside Amstel's Battle Of The Burger Food Strategy
8/26/2015
Event Marketer
Flash Sampling: Dos Equis’ Twist On Cinco De Mayo
5/18/2015
Event Marketer
Winners: Full Coverage Of The 2015 Ex Awards
5/11/2015
Adweek
Is Virtual Realty The Next Big Form Of In-Bar Entertainment?
4/9/2015
Event Marketer
Oculus Rift, Dos Equis Create A ‘Most Interesting’ Virtual World
1/28/2015
BizBash
Dos Equis Imagines New Kind Of Masquerade In New Orleans
1/6/2015
Event Marketer
Perrier Launches An Artsy Bottle Collection
10/16/2014
BizBash
Here's What Happens When Street Artists Decorate an Event
10/10/2014
BizBash
How Brooklyn Became A Hot Event Location
10/1/2014
Event Marketer
Inside Harley-Davidson’s Prototype Feedback Tour
8/20/2014
Event Marketer
Ex Awards: The Best Event Marketing Campaigns Of 2014
5/7/2014
Event Marketer
Espolón Tequila Leverages Live Theater
12/20/2013
BizBash
11 Interactive Art Installations at Food Network's 20th Birthday Bash
12/4/2013
BizBash
Top 10 Innovative Brands 2013: #6 Dos Equis
6/12/2013
Event Marketer
L’Oreal’s Traveling Studio Offers Hair Analysis
5/14/2013
BizBash
Trend Spotted: A Masquerade-Ball Theme
1/7/2013
BizBash
Dos Equis Turns Masonic Hall Into Oddity-Filled Masquerade for "Most Interesting Man"
11/21/2012
Adweek
New Model Agencies: Mirrorball Ceo Michael Blatter Talks 'Social Currency' With 'Adweek'
10/11/2011
BizBash
Svedka, Hpnotiq Promote Female-Focused Products With Events at New Hotels
8/4/2011
Event Marketer
Dos Equis Serves Up Cold Beer and Creepy Crawlers for Cinco de Mayo
6/1/2011
BizBash
Dos Equis Creates Real-Life Treasure Hunt as Extension of "Most Interesting Man" Campaign
7/22/2010
Event Marketer
Steal This Idea: Harley-Davidson
4/19/2010
Event Marketer
Flash Nights
4/15/2010
Event Marketer
Modern-Day Mascots
4/13/2010

Modern-Day Mascots

By Sandra O’Loughlin. Published on April 13, 2010
Originally published in Event Marketer

Brand mascots have inhabited advertising since the dawn of time. Ask any self-respecting baby boomer about Charlie the Tuna, Tony the Tiger or the Pillsbury Doughboy, and chances are he or she still recalls the ads that starred these icons. Not all were cartoon characters, either. Madge the Manicurist touted the magical qualities of Palmolive dish detergent (“You’re soaking in it!”) for 26 years. And remember the Dunkin’ Donut man and Charmin’s Mr. Whipple? Cartoons and fictional characters like these personify a brand, giving it a voice and a point of differentiation in a cluttered ad landscape. Today, the idea with retro roots is breathing new life into modern-day event programs.

Kmart’s Mr. Bluelight has been a shining success since his launch in spring 2007 when the animated blue lightbulb first appeared in ads for the retailer. With ties to the retailer’s blue-light specials, those hour-long sales that Kmart staged periodically from 1965- 1990 and announced via a flashing blue bulb, the upbeat and playful Mr. Bluelight now appears at employee events and rallies as well as in-store events and grand re-openings where he shakes hands, hugs shoppers and poses for photos. He was on hand for the retailer’s 50th anniversary celebration in Puerto Rico and accompanied Kmart cmo Mark Snyder to ring the opening and closing bells at NASDAQ on Black Friday (Agencies: Legacy Marketing Partners, Chicago; Marketing Drive, Norwalk, CT).

“He can shine his light to really special deals and offers and he did that this holiday season with Mr. Bluelight’s Christmas Countdown, but he is also much more,” says Terry Brophey, vpintegrated marketing communications at Kmart. “His strategic intent is to be a brand builder and the persona of the Kmart brand which is All-American, family-focused, authentic, approachable and we don’t take ourselves too seriously. He’s got the same set of values and character and is a way to differentiate Kmart from other mass retailers.”

A very different character, The Most Interesting Man in the World, achieves similar results for Dos Equis, which was looking to break through to 21- to 34- year-old males. “The beer category is a lot like a trendy, hip bar—crowded, noisy and chaotic,” says Paul Smailes, Dos Equis brand director at Heineken USA. “Our challenge became clear: Don’t just shout like everybody else. Help him achieve a goal, to be seen as interesting and to have social currency.”

Which is exactly what the dashing, urbane, sophisticated Most Interesting Man and his philosophy and adventures accomplish in advertising and events such as the Most Interesting Show in the World, a variety show and tour that reflects how the MIM lives, and the Most Interesting Academy. “Events like these bring the worldly mystique of the Most Interesting Man to life for consumers,” says Smailes. “We looked to provide consumers with an upscale, tangible event that would help them in their quest to live a more ‘interesting’ life, while also creating a way to experience the charm and allure associated with the Most Interesting Man” (Agency: Mirrorball, New York City).

The Most Interesting Show in 2008 traveled to 14 cities and reached 15,000 consumers, with more than 40,000 bottles sampled and more than 99 million media impressions generated. MIM’s Facebook page has more than 120,000 fans. Consumers who complete courses at the Academy can become eligible for an Academy apprenticeship and perhaps even become Dos Equis ambassadors themselves.

New Belgium Brewing Co. in February unleashed a team of Beer Rangers clad in tan and olive uniforms who will appear in bars and retail outlets as well as in print ads and online games to introduce a new brew called Ranger IPA. Their mission: “To Protect. To Pour. To Partake.” Their get-up: Wide-brimmed hat, red kerchief, olive shirt and pants and tan gaiters (Agency: Cultivator Advertising & Design, Denver).

The beer rangers are conscripted from the ranks of New Belgium’s 86 male and female sales reps. They will participate in on-premise events and promos, beer dinners where they will pair up with a chef and cook with the beers, and Tour de Fat, an 11-city bike event sponsored by the brand. Additional “honorary” Rangers will be deputized at bar events by putting their head through a cut-out hole in a life-size Beer Ranger canvas for a souvenir photo.

An online component at newbelgium.com/rangerland includes a Ranger trio hip-hop video, an invitation to friend New Belgium on Facebook and a cut-and-paste “Ranger Yourself” function in which your headshot appears on a Ranger body. “We started calling our sales folks ‘rangers’ back in 1995, but they never really had any physical trappings,” says Bryan Simpson, director-p.r. at New Belgium. “We’ve given them a look and feel this time. It’s been a long time coming. They are pretty much the face in their market.”

As Tony would say, “They’re grrreat!”EM

Event Marketer
Harley’s New Forty-Eight Goes Back to Basics
3/10/2010
Event Marketer
Activating Year-Round at Vacation Destinations
1/28/2010
Event Marketer
Dos Equis and Jim Rose Produce Variety Show Tour
1/28/2010
Event Marketer
On Premise: Amstel Light Stays Close To The Slopes
1/28/2010
Event Marketer
Stoli Affair Offers “Forbidden” Fruit
1/28/2010
Event Marketer
Turning Brand Heritage into Retro-Cool Events
1/28/2010
Adweek
Dos Equis Launches Cinco De Mayo 'Expedition' By Progressive Grocer Staff
4/24/2009
Ad Age
Forever Chasing Its Action Demo, Mountain Dew Rolls Out Street-Skating Film
5/13/2008
Ad Age
Mountain Dew Gives Gamers More Caffeine
9/26/2005
Ad Age
Mountain Dew To Produce Action Sports Movies
3/30/2005
Ad Age
Mirrorball’s Blatter Takes Marketers To Cutting Edge
1/3/2005