Dos Equis Searches for New Assistant for the Most Interesting Man in the World

Campaign Launches on National Administrative Professionals Day

Apr 21, 2008, 01:00 ET from Dos Equis

    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
     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
     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
 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
For More Information Contact: Scott Houston at Rogers & Cowan Tamara Moore at Heineken USA 310-854-8196 or (914) 681-4153 or

SOURCE Dos Equis