Earlier today we learned that The Most Interesting Man In The World is no longer so interesting for Dos Equis and we were saddened by this announcement.
Over the next few months, we will see our Most Interesting Man In The World embark on his final journey before fading into advertising oblivion while being replaced by a hipper, younger, interesting man.
In the beginning, the interesting man carried himself in an honorable way, always surrounded by beautiful women, charming personality, and that famous tag line “I don’t always drink beer, but when I do, I prefer dos equis”. Lately, the character has been a running gag with ridiculous statements where we can see how the current character got old. But the campaign worked. Over the last 8 years, this campaign has brought a not so well known Mexican beer into the mainstream minds of everyday Americans
Dos Equis, owned by Amsterdam-based brewer Heineken, nearly tripled its business since the campaign was introduced, says Andrew Katz, vice president of marketing for Dos Equis. In the past year alone, sales of Dos Equis Lager Especial grew 10.2% to $325.3 million in the 52 weeks ended Jan. 24, says market research firm IRIWorldwide. The number of cases Dos Equis shipped between 2007 and 2015 grew by 34.8%, according to the company. Heineken estimates that about 25% of its future growth will come from the Dos Equis brand, helped by its appeal to the growing population of Latino men.
The character is not dead, just old. Though the specific character played in TV ads by veteran actor Jonathan Goldsmith, 77, won’t be back, another equally interesting and likely younger man will take his place, Katz says. Dos Equis plans to revamp the popular commercials in order to keep their edge for a new generation of customers.
“Culture has changed very dramatically” since the commercials debuted, Katz says. “Our Millennial drinker has changed quite dramatically, and the competition has only exploded with the advent of craft (beer). We just want to make sure that the (Most Interesting Man) story evolves.”
For now, here’s a commercial: