Dos Equis Announces New Assistant to the Most Interesting Man in the World
Posted on: Thursday, 11 December 2008, 08:00 CST
Someone's Life Just Got A Bit More...Interesting
Garrett was selected from a pool of more than 10,000 qualified applicants who applied for the position by submitting a dossier online at www.staythirstymyfriends.com/jobs. Applicants were trimmed to ten semi-finalists by a panel of uniquely credentialed experts, including a shaman, head hunter and curator of oddities, with the assistant ultimately being decided by an online popular vote.
As the new assistant, Garrett will play a part in a Dos Equis commercial, travel and appear at several events, as well as receive a stipend of
"Becoming the assistant to the Most Interesting Man in the World is a life-changing opportunity," said
The national search was launched in April to seek out qualified applicants to replace the MIM's former assistant, Steve, who met his demise in an unfortunate archery accident. To commemorate his passing, a funeral procession was held in
Throughout the search, the host Web site, www.staythirstymyfriends.com/jobs, received an almost 400 percent increase in site traffic and more than 33 million hits.
The Most Interesting Man in the World advertising campaign was initially launched in 2007 by advertising agency Euro RSCG New York. The advertising highlights the MIM and his clever advice on a range of topics, such as cologne, conversation, life and grooming.
About Heineken
Heineken USA Inc., the nation's premier beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Premium Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in
SOURCE Heineken USA Inc.
Source: PR Newswire
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