Creativity

Dos Equis Sidelines the Most Interesting Man in the World

Heineken-owned Brand Moves Away From Linking Its Fortunes to One Character

By E.J. Schultz. Published on Mar 13, 2018

Editor's Pick

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 fortunes 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."

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."

Another spot suggests that with a telescope "you can still see the six-pack Mexico's astronauts left on the moon." Several more ads will be rolled out during the year, including some that support the brand's sponsorship of the College Football Playoff.

"It's so hard to give up on something you are so proud of and that worked for so long," says Dos Equis senior brand director Quinn Kilbury, noting that the Most Interesting Man "helped grow the brand from a very small regional brand to a bit of a national power." But "It became too much about him," he says. "We really wanted to make that shift from the most interesting man to the most interesting beer."

He adds: "We didn't kill the man. So who knows, somewhere in the future maybe he comes back to play with us again, but not until we establish the brand on its own."

Of late, Dos Equis has struggled. Beer Business Daily recently reported that Dos Equis "is off to a rather lousy start in 2018," citing Nielsen data showing sales volume of the brand franchise down 5.8 percent year-to-date as of Feb. 17.

Read more about the campaign over at AdAge.com.

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Credits

Date
Mar 13, 2018
Agency:
Droga5
Client:
Dos Equis
Chairperson:
David Droga
Executive Creative Director:
Scott Bell
Creative Director:
Ryan Raab
Copywriter:
Ryan Snyder
Art Director:
Katie Willis
Junior Copywriter:
Jenny Yoon
Junior Art Director:
Maria Kouninski
Group Design Director:
Devin Croda
Designer:
Erin Wilson
Creative Technology Director:
Brian Moore
Junior Creative Technologist:
Chloe Karayiannis
Junior Creative Technologist:
Danielle Clemons
Chief Creative Officer:
Sally-Ann Dale
Co-Director of Film Production:
Jesse Brihn
Executive Producer:
Rebecca Wilmer
Associate Producers, Film:
Phillip Cheng
Associate Producers, Film:
Carlos Valdivia
Music Supervisor:
Mike Ladman
Director of Business Affairs:
Jocelyn Howard
Senior Business Affairs Manager:
Whitney Vose
Business Talent Manager:
Dino Spanakis
Traffic Manager:
Wendy Kaplan
Co-Director of Interactive Production:
Tasha Cronin
Interactive Senior Producer:
Andrew Puzzuoli
Director of Print Services:
Rob Lugo
Print Producer:
Ariel Wakasa-Gonzalez
Group Strategy Director:
Ramon Jimenez
Strategy Director:
Nick Maschmeyer
Strategist:
Alex Cohen
Communications Strategy Director:
Yan Wang
Communications Strategist:
Clark Cofer
Sr. Data Strategist:
Joshua Gordon
Head of Account Management:
Dan Gonda
Group Account Director:
Edward Rogers
Account Director:
Celeste Pulman
Account Director:
Bradley Allen
Account Supervisor:
Taylor Berry
Associate Account Manager:
Kenzie Grubbs
Project Manager:
Hillary Jordan
Legal:
Sarah Fox
Legal:
Zachary Werner
Senior Brand Manager:
Quinn Kilbury
Brand Director:
Karla Flores
Brand Manager:
Hannah Dray
Brand Manager:
Lindsay Certilman
Junior Brand Manager:
David Smith
Production Company:
MJZ
Director:
Tom Kuntz
Director of Photography:
Bradford Young
Senior Executive Producer:
Eriks Krumins
Producer:
Emily Skinner
Editorial:
Whitehouse Post
Editor:
Alaster Jordan
Assistant Editor:
Alejandro Villagran
Assistant Editor:
Sam Ommen
Executive Producer:
Caitlin Grady
Producer:
Nick Crane
Post Production:
Smoke and Mirrors
Executive Producer:
Steve Intrabartola
Producer:
Krystle Timm
CG Director:
Michael Donovan
Lead Flame Artist:
Dino Tsaousis
Executive Producer:
Ashley McKim
Senior Producer:
Katie Andrews
Colorist:
Stefan Sonnenfeld
Sound Director:
Gramercy Park Studios
Audio Engineer:
Chris Afzal
Audio Engineer:
Collin Blendell
Head of Post Production:
Vicky Ferraro
Producer:
Laura Goerhrke

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