The commercials make no references at all to the holistic qualities of the product itself. By contrast, the Coors Light commercials also emphasize the special patented 'freshness label" that indicates when the beer is perfectly chilled. The commercials also make explicit references to the clarity and purity of the mountain springs depicted in the product labels. Likeness-Difference Comparison

The Coors Light commercials seem to combine three specific marketing messages: (1) the sports-minded "regular-guy" appeal of the main characters; (2) the sports-minded orientation of the characters and the implied testimonials about the product from the NFL coaches; and (3) the freshness and optimal coldness feature of the freshness label. The Dos Equis commercials ignore the characteristics of the product and focus exclusively on the messages and connotations implied about the character of the individual presented as the representative consumer of the product. However, that element...

Whereas the Coors message is designed to appeal to consumers who see themselves as "regular, sports-minded guys," the Dos Equis commercials are intended to appeal to consumers who are older and who either see themselves or aspire to be distinguished gentlemen of exquisite taste and consummate success in every aspect of life.
References

Cohen, J. "Coors Light Defines Super Cold." Retrieved from BeerUniverse.com at:

http://www.beer-universe.com/beer-education-article/2011-05-23/Coors-Light-

Defines-Super-Cold/

Stevenson, S. "The Most Interesting Man in the World: The star of Dos Equis' new ad campaign is too cool to shill beer." Retrieved from Slate.com at:

http://www.slate.com/articles/business/ad_report_card/2009/05/the_most_interesting_man_in_the_world.html.