Dos Equis Creates The Most Interesting “Jam” in the World

Posted on November 23, 2011


I’ll bet you had no idea the northern hairy-nosed wombat is on the verge of extinction.

I sure didn’t.

That was until “The Most Interesting Man in the World,” who amongst other pursuits is also a spokesperson for Dos Equis beer, decided to shine a light on the plight of poor creature.

He is auctioning off a jar of his specially blended “Most Interesting Jam in the World” on eBay with all proceeds going to benefit the Wombat Foundation, which is trying to save the species from extinction.

The jam’s ingredient list includes: grasshoppers in Thai herbs, Cuban oregano, gold, apples, sugar and apple cider vinegar.

The first three ingredients were picked out of nearly 3,000 comments from friends of Mr. Interesting that were posted on Dos Equis’ Facebook page.

At this point the high bid on the jam is $1,070.

There are a few interesting takeaways from this promotion:

1) Involve the Listener: Asking Facebook followers to suggest ingredients for the concoction increased awareness and engagement far beyond what just announcing an auction to save the wombat would have accomplished.

2) Stand Out: There are millions of causes Dos Equis could have picked to support but by choosing something unique like the Wombat they are surely getting extra attention.

3) It’s OK to Go Small: Auctioning off a single jar of jam doesn’t seem like a lot but I’m sure the foundation is extremely happy with the exposure for their cause and whatever money is raised. Not everything has to be record-setting as long as its attention-getting.

4) Be Consistent: Dos Equis promotion has many layers and they all are consistent to the character. For example, the most interesting man in the world did an interview with Scientific American where he explains why the wombat is important to him:

“I once saved a life in the Australian outback aided by only a wombat and a didgeridoo. Since that day I have personally felt a great debt to the wombat for its ingenuity, valor and burrowing capabilities. When I discovered the plight of the wombat, I knew I had to act.”