Apparently, “The Most Interesting Man in the World” isn’t so interesting anymore.
Or, at least, he’s just become too old.
After nine years of living it up gallivanting around the globe (and capturing it all through a series of infamous commercial spots), Dos Equis is replacing the Most Interesting Man in the World with a newer, fresher model.
As the Heineken-owned beer brand embarks on a new journey in 2016, 77-year-old actor Jonathan Goldsmith heads on a one-way mission to Mars in its latest commercial spot, which launched today on Dos Equis’ YouTube channel.
The full 60-second spot will exclusively air tomorrow (March 10) during an ideal piece of primetime real estate – the Cleveland Cavaliers and Los Angeles Lakers NBA game on TNT. The much anticipated game marks the last match-up between Kobe Bryant and LeBron James. A 30-second and 15-second version of the TV commercial will run on-air beginning March 21st and will also be available on Dos Equis digital properties.
The retiring of the original Most Interesting Man doesn’t mean that the celebrated advertising campaign is over – it’s far from. After all, it was one of the most successful ads of the 21st century. Since its launch, Dos Equis has remained one of the fastest growing beer brands in the U.S., with business nearly tripling since 2007.
In the process, The Most Interesting Man in the World pretty much became a cultural icon, gaining fame for the tagline, “I don’t always drink beer, but when I do, I prefer Dos Equis,” inspiring both social media memes and Halloween costumes in the process.
To resonate with millennials, Dos Equis plans to relaunch the campaign this year with a newer, younger Most Interesting Man, accompanied by spots targeted directly at millennials.
Of course, filling the shoes of The Most Interesting Man in the World isn’t exactly easy. The perpetually tanned, beautifully bearded, mysteriously suave man who lives the dream in the company of beautiful women leaves behind a lasting legacy.
That’s why he will be sent out the proper way – with a multi-tiered campaign that will last a few months. This will include a social media campaign leading up to Cinco de Mayo using the hashtag #adiosamigo, along with life-size cardboard cutouts of Goldsmith in grocery stores, which will surely inspire no shortage of Instagram posts. Fans will also have the chance to win some of The Most Interesting Man’s prized possessions, like his guitar and matching mariachi suit, the tuxedo he wore to his last Masquerade, and even – wait for it – the astronaut suit from his 2010 stratosphere.
The grand prize is a trip to Mexico, where you can channel your own inner “Most Interesting” while you live it up yourself (with a bottle of Dos Equis in hand, naturally).