On a recent podcast I professed my love of the new Dos Equis campaign, noting how it did a great job of developing a message that worked both on TV and Radio.  The online execution I was not as crazy about, check out www.staythirstymyfriends.com to see if you agree.

Now another move that I think may prove to be a study in futility.  A MediaPost article reports that Dos Equis will team up with Jim Rose of the aptly named “The Jim Rose Circus.”  Check out the full article here:  http://www.mediapost.com/publications/?fa=Articles.san&s=91406&Nid=47708&p=224900.

Now I confess I have no idea who Jim Rose is, but a circus…really?  How about revamping the web content, a series of webisodes delving more in The Most Interesting Man?  Even a guest appearance on a sitcom would seem to be more beneficial than a traveling circus.  On top of the expense of putting this together the brand is also going to have to pay to promote this thing.  The media campaign will apparently include print, radio, and online.  Perhaps the biggest tragedy here, The Most Interesting Man will be nowhere near this thing.  Now I understand the danger of aligning your brand so strongly with one spokesperson, but it seems like Dos Equis has already adopted that strategy for better or for worse.  Pardon me as the country boy in me comes out for a second, but they may as well ride it till it bucks.