In ten years he has gone from being the most interesting man in the world to being the least interesting man in the world. Dos Equis, the Heineken group’s beer brand, has recovered its advertising character after a decade with the intention of inspiring a new generation of consumers to enjoy all types of life experiences.
Actor Jonathan Goldsmith once again plays the charismatic character and brings the “Stay Thirsty” platform to life in the brand’s new campaign, created by the Le Pub New York agency. Dos Equis brings back the approach that promoted its business years ago with the intention of reviving its notoriety and growth in a more complex market than the one the figure left in 2016.
“The Most Interesting Man in the World” was created in 2006 by the agency Euro RSCG Worldwide (now Havas Worldwide) and stood out for its original approach to advertising the category. His phrase, “I don’t always drink beer, but when I do I prefer Dos Equis,” achieved enormous popularity and the approach, that of an older man with an interesting life and alluding to the consumption of other drinks in the advertisement, earned the recognition of the advertising industry.
Now, the most interesting man returns to screens with the intention of reigniting that fascination in a new generation of beer drinkers. This time, the ad shows Goldsmith’s character retired due to amnesia caused by a blow to the head. The spot shows how the gentleman has spent the last ten years ironing his socks and watering his plants, that is, doing uninteresting things. But everything changes when he finds a Dos Equis beer at the bottom of a refrigerator.
Dos Equis has been teasing the character’s return in recent days with various posts on social media that alluded to his past and the uninteresting way in which he has been enjoying the last few years. The ad was launched on January 16 on digital channels and will be broadcast on television on Monday, January 19 during the College Football National Playoff rugby match in Miami.
Just as it did a decade ago, the brand will take the most interesting man in the world on new adventures throughout the year, such as chasing tornadoes, through different pieces and executions. And he will also share some details from the last era seeking to generate that contrast between boredom and fun with which beer seeks to be associated.
“Due to the impact of covid and other factors, people have become a little more confident and boring. We want to encourage people to get out of their comfort zone“, commented Alison Payne, Marketing Director of Heineken United States to adweek. “This is the perfect time to bring him back. Beer category advertising has become a bit harmless and boring. This is pure entertainment“.
Dos Equis has adapted the character to the new media landscape, in such a way that it not only lives on television, but also on social networks and other channels. According to the aforementioned media, the most interesting man in the world will have his own Instagram profile and will join the trends and conversations on the platform.
According to reports AdAgethe recovery of the character is accompanied by an increase in marketing investment by the brand, which hopes to address several years of loss of market positioning and drops in sales. Dos Equis hopes that the familiarity aroused by the character, whether among those who knew him ten years ago or those who have known him through allusions or references, will help in the task.
Based on data from an internal investigation carried out by the brand, 97% of respondents showed brand memory regarding the original advertising even after a decade of absence of the character. However, Dos Equis points out that the strategy does not rely only on nostalgia, but rather evolves the character and the approach to be relevant in today’s world.
