MOJO HD Creating Series for Dos Equis

Jun 12, 2008  •  Post A Comment

MOJO HD is creating an original series for Dos Equis beer that is scheduled to air in the fall, the network said.
The five-episode series is a reality show that searches for an assistant to The Most Interesting Man in the World, the fictional spokesperson for Dos Equis. The series, hosted by Shanon Cook, will travel to exotic locations to test contestants for the post.
The series is being developed and produced by MOJO HD and Creative Bubble Productions, in conjunction with ad agency Euro RSCG.
MediaVest, the media agency for Dos Equis, approached Sony Television Advertiser Sales, which represents MOJO, seeking integration ideas. That produced a multi-media campaign including broadband and promotional outlets, in addition to the series.
“The MOJO HD series is the perfect extension of The Most Interesting Man in the World campaign,” said Kheri Holland Tillman, VP of marketing for Dos Equis, in a statement. “The series will bring to life the character and core attributes of the Dos Equis MIM campaign, so our consumers will have the opportunity to engage with the brand in a new way. We are taking an all-encompassing and through-the-line approach to the campaign this year.”
“What really caught our attention was the way Dos Equis incorporated storytelling into their new campaign,” said Emilio Nunez, VP of programming for MOJO HD. “Through the campaign’s smart sense of humor, its stylish execution, and finally its celebration of spirited adventure, it touches on all of the attributes that are at the core of MOJO HD’s programming model. We quickly recognized that this was a unique opportunity to take brand integration to a whole new level.”
(Editor: Jensen)


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