WHITE PLAINS, N.Y., April 21 /PRNewswire/ -- Dos Equis today announced that it will launch a multi-faceted advertising and marketing campaign extension meant to find a new assistant for the Most Interesting Man (MIM) in the World. The national MIM assistant search will officially kick-off on National Administrative Professionals Day on April 23rd, 2008 and will look to replace the MIM's former assistant Steve, who was killed in the line of duty. The national program seeks out qualified applicants to submit their dossier online to compete in the chance to fill the coveted role of assistant to the MIM. Applicants for the position will be narrowed down to 10 Semi-finalists by a panel of uniquely credentialed judges and ultimately an online vote will determine the MIM's new assistant. "Dos Equis prides itself on being the most interesting beer on the market today," said Lisa Pfenning, Dos Equis brand director. "Now we are looking to find an individual who brings to life that 'interesting' quality that Dos Equis and the Most Interesting Man in the World embody and bring honor to all assistants around the world." To commemorate and honor the MIM's former assistant, Steve, who met his demise in an unfortunate archery accident, Dos Equis will salute assistants nationwide by honoring the Association of Celebrity Personal Assistants (ACPA) on April 23rd by providing the chapter members with an assortment of complimentary, unique and Most Interesting personal services. "Every assistant is under a certain amount of stress and we hope by providing a small escape, assistants can feel a little more special for the day, especially on their National holiday," said Pfenning. On April 24th a New Orleans style funeral procession will take to 6th Street in Austin, Texas to celebrate the life of Steve and performers from around the world will conjoin and perform at the gathering. The evening then turns to celebration with a mansion extravaganza hosted by Carmen Electra. The Austin event will be the official start of a year-long search for the MIM's new assistant, involving a series of challenges to test contestants' ability, agility, charm and savvy. Interested consumers can apply online by creating a personal dossier for themselves, and a panel of "truly interesting" judges will whittle down the entrants to 10 finalists and then a chosen candidate to be decided by online vote. In support of the assistant search, new advertising for the MIM campaign developed by advertising agency Euro RSCG New York debuted on April 14, featuring new Dos Equis television, print, radio, digital and out-of-home ads. The advertising highlights the MIM and his clever advice on a range of topics, such as cologne, conversation, life and grooming. For example, in a new ad "On Life," the MIM says, "It's never too early to start beefing up your obituary. "The new creative executions, which include seven new TV ads and three new radio spots, build upon the notable Dos Equis MIM advertising campaign that initially launched in 2007. The print creative will run nationwide in target publications, including Maxim, Paper Magazine and Blackbook. Consumers that think they are up to the task can create their personal dossier on April 24, 2008 at http://www.staythirstymyfriends.com http://www.staythirstymyfriends.com/jobs. About Heineken USA Heineken USA, the nation's premier beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. Brands imported into the U.S. include Heineken Lager, the world's most international beer brand; Heineken Premium Light; Amstel Light, a leading imported light beer brand; and Buckler non-alcoholic brew. Heineken USA is the exclusive U.S. importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. For more information on the company, please visit http://www.HeinekenUSA.com. Heineken USA also maintains a firm commitment to promote and encourage the responsible consumption of its products. Additional information on the company's responsibility programs can be found at http://www.EnjoyHeinekenResponsibly.com.
For More Information Contact: Scott Houston at Rogers & Cowan Tamara Moore at Heineken USA 310-854-8196 or (914) 681-4153 or firstname.lastname@example.org email@example.com
SOURCE Dos Equis