Our consumer observations indicated that the new Most Interesting Man would elicit a broad range of fan responses, and we wanted to acknowledge all of them – the good and the bad. So we created a series called “Embrace the Hate” to take negative feedback and reverse the sentiment with the iconic brand humor and wit that Dos Equis fans love. Since the campaign began on digital, we knew that distributing the videos as custom social media responses would feel authentic and provide Dos Equis’s super-fans with share-worthy content.

The “Embrace the Hate” videos were released as Facebook responses after the new MIM was introduced with a movie trailer-style video on social media. Our intent was to reverse the sentiment and provide information about the Most Interesting Man to help prove that he is, in fact, worthy of the title. In order to maximize interactions, responses were issued in real time with around the clock social monitoring. The authentic delivery of videos felt bespoke and made fans feel like the brand heard their feedback, with a humorous wink. Although the videos were not supported with paid media, they achieved scale through organic mentions and social community support as fans rallied behind the content.

There were over 10K likes on custom responses, including “Embrace the Hate,” and an additional 12K views on “Embrace the Hate” videos. Additionally, fans fully supported the new campaign, which was reflected in 96% positive sentiment on Facebook.