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Dos Equis' The Most Interesting Academy Encourages Consumers to Live a More Interesting Life

Posted on: Tuesday, 12 May 2009, 08:00 CDT

With the Help of Distinguished Instructors Like Survival Expert Bear Grylls, The Most Interesting Academy Delivers Sage Advice on How to Live a More Interesting Life Through a Multi-Tiered National Program

WHITE PLAINS, N.Y., May 12 /PRNewswire/ -- Because life is too short to live an existence mundane, Dos Equis announced today that for the first time ever, it is granting consumers access to "The Most Interesting Academy," the world's premier institution for the education and dissemination on the study of being interesting. Boasting "The Most Interesting Man in the World" as its most famous alumnus, The Academy delivers sage advice on how to live a more interesting life through its online coursework, which features a series of fun and dynamic online challenges, and live satellite events.

The Academy, which features distinguished instructors such as world-renowned adventurer and British survival expert Bear Grylls and "Offshore Adventures'" globe-trotting explorer Chris Fischer, will elevate the edification of interesting culture through online courses, webisodes and in-person demonstrations about their fields of expertise.

"The Dos Equis consumer is fun, adventurous and is constantly seeking interesting and memorable experiences," said Kheri Tillman, vice president of marketing, Dos Equis. "The Academy is a great opportunity to build on the equity of The Most Interesting Man in the World campaign and reinforce Dos Equis as the champion of interesting, while providing unique and lasting consumer experiences that can be related back to the brand."

Scholars can expand their real world skills through exploration of seven Academy courses, including "Circumnavigating the Globe," "The Art of the Bluff," "Command of the Animal Kingdom," "Culinary Explorations," "Survival in the Modern Era," "The Eclectic Arts" and "Rites of Passage." Consumers can sign-up online at www.mostinterestingacademy.com or www.dosequis.com where each course will provide specific lessons that will help enrich their daily lives, or at least impress their friends. That newfound knowledge will then be put to the test through a series of fun and dynamic online challenges designed to apply what they have learned. Scholars that navigate all seven courses and complete the "Final Inquisition" will be eligible for a prestigious Academy Apprenticeship, where they will receive one-on-one instruction from The Academy's distinguished instructors and serve as brand ambassadors at select Dos Equis events.

Along with the online courses, Dos Equis will hold six satellite Academy events in select markets that will provide consumers an in-person, hands-on opportunity to engage The Academy's programming of courses.

Starting today, The Academy will grant access to its first two courses, "The Art of the Bluff" and "Circumnavigating the Globe." "Art of the Bluff" provides wisdom on when and how to bluff and, just as importantly, knowing when others are trying to pull the wool over your eyes, through observing body language and micro-expressions. "Circumnavigating the Globe" is a primer on getting out in the world, experiencing things firsthand and knowing how to orient yourself anytime, anywhere. Additional courses will be rolled out in 2-3 week increments throughout the summer.

The Academy will be supported by a full 360 degree campaign with national TV, promotions, on- and off-premise activation, PR and digital initiatives, as well as thematic promotional packaging at retail.

The Most Interesting Man in the World campaign, which was introduced in 2007 and established a distinctive and memorable personality in the premium beer category, features brand icon The Most Interesting Man in the World's life wisdom and philosophies as he encourages Dos Equis drinkers to pursue a more interesting life, reinforced by his famous catchphrase: "Stay thirsty, my friends."

The Most Interesting Man in the World advertising campaign was developed by Euro RSCG New York.

About Heineken USA

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 the United States; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. Please visit EnjoyHeinekenResponsibly.com.

For More Information Contact: Heather Krug at Rogers & Cowan 310-854-8156 or hkrug@rogersandcowan.com Carlos Manzanillo at Rogers & Cowan 310-854-8196 or cmanzanillo@rogersandcowan.com

SOURCE Heineken USA

Source: PR Newswire

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