A decade ago Dos Equis was a relatively unknown brand in the United States, doomed to play a supporting role to its more successful Mexican counterparts Corona and Modelo. But then, in a stroke of genius, the brand introduced the best spokesperson they could have ever hoped for: The Most Interesting Man In The World.
The commercials were hilarious, the one liners memorable and the memes plentiful. Over the last nine years, The Most Interesting Man In The World has helped put Dos Equis on the map, tripling sales and making the beer the third most popular Mexican beer brand in the United States. All was going well for The Most Interesting Man In The World, but it seems, it is now time to say goodbye.
On Thursday March 10th, Dos Equis will air the final commercial in this popular series that features Jonathan Goldsmith as The Most Interesting Man. But you don’t have to wait to watch the commercial tonight on television, because we’ve already gotten our hands on it…All we’ll say is that the final adventure for our hero involves a mission to Mars.
But although the current Most Interesting Man In The World is being catapulted into space, Dos Equis has left open the possibility of a new, younger face to emerge in the popular series. The motivation behind finding a younger Most Interesting Man is to appeal to the growing number of Millennial consumers who favor of craft beer over macro lagers.
But we can’t help but imagine how the current Most Interesting Man In The World, Jonathan Goldsmith, would handle drinking with these new, younger consumers. We can just see it now: we open with a wide shot of a group of hipsters participating in a beer-flight tasting at a craft brewery and then zoom in to reveal a lone man sitting in the corner. We recognize him immediately as our hero, it’s The Most Interesting Man In The World. He’s put off by the growing elitism associated with craft and is searching for authenticity. And he’s found it in the bottle he’s holding. He then delivers his signature line: “I don’t always drink with Millennials, but when I do, I drink Dos Equis. Stay thirsty my friends.”