Home / Arts and Entertainment / Dos Equis Revives Iconic "Most Interesting Man"
Dos Equis Revives Iconic "Most Interesting Man"
2 Feb
Summary
- Dos Equis brings back the "most interesting man" after a decade.
- New commercial features the character regaining memory after finding beer.
- Brand relaunched "Stay Thirsty" campaign with a celebrity sailgate event.
Dos Equis has announced the return of its beloved "Most Interesting Man in the World" character, marking the end of a nearly ten-year hiatus. The popular Mexican lager brand launched its first new commercial featuring the iconic figure during the recent College Football Playoff National Championship Game. The 60-second spot depicts the character, portrayed by actor Jonathan Goldsmith, experiencing amnesia until a lone Dos Equis beer jogs his memory.
This relaunch signifies a strategic effort to engage a new demographic of beer drinkers with the "Stay Thirsty" campaign. According to Alison Payne, CMO of Heineken USA, research indicated a significant public desire for the campaign's return, with 83% of those exposed to the original ads wanting to see it revived.
In parallel with the commercial's debut, Dos Equis organized an extravagant "sailgate" event in Miami before the championship game. This pre-game gathering attracted numerous celebrities, including NFL star Tom Brady and actress Gabrielle Union. The event served as a festive kickoff for the brand's renewed marketing push.
The "Stay Thirsty" campaign's comeback, featuring both the new commercial and the sailgate event, is set to continue throughout the year. Dos Equis plans to increase the character's presence across various media platforms, including television and TikTok, encouraging consumers to embrace adventure and share their own interesting stories.
