“Stay thirsty”

In February 2007, Dos Equis (a beer company) introduced its “Most Interesting Man in the World” ad campaign with the trademarked catchphrase, “Stay thirsty, my friends.” The saying doesn’t mean that Dos Equis doesn’t satisfy one’s thirst, but that one should always have a thirst for adventure and the finer things in life (such as Dos Equis).  While “stay thirsty” has had some generic use, it’s usually been with a reference to the Dos Equis commercials.
 
A related saying to “stay thirsty” is “stay hungry.”
   
   
10 May 1959, The Times-Picayune (New Orleans, LA), “Walter Winchell of New York,” sec. 3, pg. 4, col. 5:
Took only 8 and 12 year old Scotch….Jimmy Ryan, the 52nd Street host, is out of French hospital after a big scare. He must choose between living to a ripe-old-youth or stay thirsty.
(“Stay thirsty” here means to live without drinking alcohol—ed.)
   
WebWire
Dos Equis and Most Interesting Man in the World Tell Drinkers to “Stay Thirsty My Friends”
WEBWIRE – Monday, April 16, 2007
WHITE PLAINS, N.Y. Dos Equis has launched a new integrated marketing campaign delivered by the Most Interesting Man in the World.
 
According to market research by Millward Brown, the TV ad is in the top five percent of most enjoyable ads in U.S. research history, posturing the Most Interesting Man to become pop culture’s next brand-recognized advertising icon. In addition to the breakthrough TV spots, the campaign also includes print, interactive, OOH and event marketing components that punctuate Dos Equis as the premium beer for those who want to live more interesting lives.
 
The campaign establishes a distinctive personality in the Most Interesting Man to help premium beer and spirits drinkers in their quest to live more interesting lives, reinforced by his catchphrase: “Stay thirsty my friends.”
 
OCLC WorldCat record
Digital Outfit Lures Authors: A personal tragedy spurred the founding of Stay Thirsty Press, a Chicago e-book publisher that is attracting some established authors
Edition/Format:  Article : English
Publication: PUBLISHERS WEEKLY, 256, no. 26, (June 29, 2009): 9-11
Database: British Library Serials
 
(Trademark)
Word Mark STAY THIRSTY, MY FRIENDS
Goods and Services IC 032. US 045 046 048. G & S: beer. FIRST USE: 20070228. FIRST USE IN COMMERCE: 20070228
Standard Characters Claimed
Mark Drawing Code (4) STANDARD CHARACTER MARK
Serial Number 77133710
Filing Date March 17, 2007
Current Basis 1A
Original Filing Basis 1B
Published for Opposition October 9, 2007
Change In Registration CHANGE IN REGISTRATION HAS OCCURRED
Registration Number 3410073
Registration Date April 8, 2008
Owner (REGISTRANT) CCM IP, S.A. CORPORATION SWITZERLAND Avenue de Rumine 33 Lausanne SWITZERLAND CH-1005
Assignment Recorded ASSIGNMENT RECORDED
Attorney of Record Scott W. Petersen
Type of Mark TRADEMARK
Register PRINCIPAL
Live/Dead Indicator LIVE