Justin Sather's "Most Interesting" Slogan Wins National Contest
The Oswego defense attorney won a Dos Equis competition by coming up with a slogan for their "Most Interesting Man in the World." Sather's slogan appears on a billboard on Route 31.
Oswego’s Justin Sather had this to say about Dos Equis’ “Most Interesting Man in the World”: “His French Never Needs Pardoning.” His line beat more than 7,000 contest entries to win a Dos Equis competition.
Sather’s winning line currently adorns a Dos Equis billboard on Route 31, which he said he sees from the Route 30 overpass each day on his way to work.
Dos Equis has a Facebook page where fans regularly write in witty comments about the famous fictional “Most Interesting Man in the World” who serves as the face for Dos Equis.
Sather said he occasionally posted lines on the Facebook page and was encouraged by Dos Equis to enter their contest in early March. The contest allowed fans to be part of the campaign by submitting their best line to describe the beer’s fictional representative.
Sixty-four lines were chosen from more than 7,000 entries to compete head to head in a tournament “Final Four” style competition. More than 17,000 votes were cast during the six days of competition.
Sather said this was the first contest he’d ever entered and that he “worked it,” utilizing his Facebook to encourage his contacts to vote.
“It was never really close,” Sather said of the contest, which posted in real-time the votes associated with the competing lines. “I got lucky.”
Sather said it’s surreal having his name and line on the billboard. The first day it was up, Sather said he just “happened to see it. It was a good start to the day.”
According to Dos Equis, there are no definitive plans to repeat the competition but they will continue to reward and acknowledge their fans for contributing their own lines about the most interesting man's legend.
Sather said he hopes Dos Equis holds this competition again and provides him the chance to defend his crown.
Sather and his wife, Michelle, have lived in Oswego for eight years. Sather is a criminal defense attorney and Michelle works for Coldwell Banker in Oswego. They have five kids ages 4 to 17.
Each summer, the family hosts a fundraising “Blues on Barton” block party to give back to the community. Last year, they donated to Kerry Anne Engdahl. This year, they will collect funds for Eric Lederman’s family. The party is August 11 and Sather said there will be plenty of Dos Equis available.