The Power of a Strong Marketing Strategy
You may not know the name Jonathan Goldsmith, but you know the “most interesting man in the world,” a role Goldsmith perfected into an advertising phenomenon for Dos Equis Beer.
The most interesting man in the world campaign, an ingenious idea from an advertising agency that caught on like wildfire on every platform, including social media and television, has turned into one of the top marketing strategies in recent memory.
In an interesting twist, though, the most interesting man in the world in now locked in a highly-publicized legal battle. His former talent agency is suing Goldsmith for breach of contract, claiming they are owed 10 percent of what Goldsmith earned starting in late 2014 through 2016. The talent agency, Gold Levin Talent, believes it is owed $2 million, even going out of their way to take a jab at Goldsmith, the role he personified and Dos Equis.
“Apparently Goldsmith’s preference for Dos Equis intoxicated him into believing that he could ignore his promises and obligations,” the complaint from Gold Levin Talent said. “As it now turns out, had Goldsmith landed a role that more accurately (portrays) his true character; he would have landed the role of ‘The Least Honorable Man in the Entertainment Business.’”
If nothing else, it shows just how popular the “most interesting man in the world” campaign has become, a clear nod to the brand activation that has been created for a company that has reached new levels as a result.
It will be interesting to see how the legal battle turns out and if it affects what has been a seemingly flawless marketing program to this point.
Activ8Media is an industry-leading digital marketing agency specializing in brand activation, sports marketing, UFC advertising and social media for businesses, athletes and entertainers.