The Most Interesting Man in the World Shares His Experience and Wisdom Nationally for the First Time

New Dos Equis Ads to Air Nationally During Primetime Programming

WHITE PLAINS, N.Y., March 18 /PRNewswire/ -- Dos Equis today announced that it is taking its iconic "The Most Interesting Man in the World" campaign to a national level. In 2009, Dos Equis will be premiering two new 30 second installments of The Most Interesting Man in the World's adventures and three 15 second spots that see him sharing more life wisdom with Dos Equis drinkers. Beginning today, spots featuring the Dos Equis brand advertising icon will air on primetime television during high profile entertainment and sports programming, including select shows on Comedy Central, ESPN, FX and TNT.

"There's been a tremendous response to this campaign since its inception and we are thrilled to share The Most Interesting Man with consumers on a national level. Through the Most Interesting Man, consumers can see what it means to live a more interesting life," said Kheri Tillman, vice president of marketing, Dos Equis and Heineken USA. "In the past three years, this campaign has been critical to driving the brand's success in targeted markets and we're very proud to now take the distinguished campaign to the national stage."

The Most Interesting Man in the World campaign was introduced in 2007, and established a distinctive and memorable personality in the premium beer category. Since the campaign's inception, consumers have been drawn to its aspirational messages and there has been a considerable appetite for the next chapter in the life of The Most Interesting Man campaign. The national launch of the campaign will continue to grow the lore and legend of the Most Interesting Man as he encourages Dos Equis drinkers to pursue a more interesting life, reinforced by his famous catchphrase: "Stay thirsty, my friends."

Two new 30 second spots will continue the cinematic anthem format, telling new back-stories and interesting life experiences of the Most Interesting Man, while three new 15 second spots showcase clever Most Interesting Man life wisdom and philosophies delivered during aspirational beer occasions.

The national television schedule will air for 18 weeks during key Dos Equis sales periods, including Cinco de Mayo, summer, Halloween and holiday. The national campaign will be supported by a full 360 degree campaign with TV, radio, out of home, promotions, on-and off-premise activation, PR and digital initiatives.

The Most Interesting Man in the World advertising campaign was developed by Euro RSCG New York.

About Heineken USA

Heineken USA Inc., 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; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. Please visit EnjoyHeinekenResponsibly.com.

    For More Information Contact:
    Carlos Manzanillo at Rogers & Cowan      Matt Paget at Rogers & Cowan
    310-854-8196 or                          310-854-8146 or
    cmanzanillo@rogersandcowan.com           mpaget@rogersandcowan.com

SOURCE Dos Equis