The world just got a little more interesting. Dos Equis, the brand behind the infamous “Most Interesting Man in the World” campaign, just introduced a new face for the title. In the latest development of the ad, Dos Equis hopes to promote a man edgier and more dynamic than the man before him.
VP of Marketing Andrew Katz says “The meaning of ‘interesting’ has evolved over the past decade, and this campaign features a new character and look and feel that opens the door to a world of interesting possibilities for today’s Dos Equis drinker.” He added “With the reboot of the campaign, we’re celebrating the good times The Most Interesting Man has with friends wherever he travels while highlighting our refreshing cerveza. In the coming weeks, fans will have the opportunity to get to know the new character in a uniquely interactive way.”
“Interactive” remains the key word in the campaign as Dos Equis introduces their latest symbol of interesting to the world. In a new twist, fans will now see the man’s adventures occur in real time in the commercials. From the glimpse in the latest ad, that includes diving in wells, traveling to space, and, of course, meeting beautiful women. Toygar Bazarkaya, Chief Creative Officer of the Americas at Havas describes “It’s the beginning of a new era of interesting. With The Most Interesting Man not just telling us about his adventures, but inviting us to be part of them.” In a faster paced time, The Most Interesting Man will be closer to his fans than ever before in the campaign.
To further that point, Dos Equis plans to officially reveal The New Most Interesting Man in the World in their vignette-style commercial on October 19. In line with their College Football Playoff sponsorship, the brand invites social integrations on Snapchat with a national lens available for October 22, College Football Game Day. From this new style, fans can be a part of the Most Interesting Man’s latest exploits in the wonders of social media.
Dos Equis launched their latest ad on September 7, performed by actor Augustin Legrand. Like his predecessor, this man appears to be a rugged jack-of-all-trades, travelling through space but also saving a soccer game in his first aired moments. With the new online focus, Dos Equis also invites fans to learn more about the new Most Interesting Man on their website. Though the face may change, the brand continues to portray what’s interesting to fans encourage all drinkers to Stay Thirsty.