Dos Equis is closing the curtain on The Most Interesting Man in the World's second act after a disappointing showing. The brew, which revamped the iconic campaign in late 2016 with a younger lead actor, is sidelining the character amid sluggish sales trends.
A new campaign debuting today by Droga5 is called "Keep It Interesante." It marks the most significant marketing makeover for the Mexican import since the Most Interesting Man in the World debuted in 2006. The campaign was widely viewed as one of the best ad efforts of the 21st Century. But it has not been the same since Dos Equis in October 2016 replaced the original lead, Jonathan Goldsmith, with French actor Augustin Legrand.
New ads retain some hints of the old campaign, including the same music. And interesante is, of course, Spanish for interesting. But the Heineken-owned brand wants to move away from linking its fortrunes to one character.
The new campaign seeks to replicate the kind of tall tales people might tell during a long night of drinking. Dos Equis is "the beer Abraham Lincoln kept under his hat," and "the only beer with the cajones to serve at the battle of Cinco de Mayo," proclaims one spot, which also features an elderly Swedish couple and the claim that it is "Sweden's most celebrated Mexican cerveza."