Dos Equis is sending the “Most Interesting Man in the World” on a one-way trip out of this world. And the next most interesting man will soon step up to fill his shoes.
The Heineken-owned beer brand is retiring actor Jonathan Goldsmith, who has played the suave spokesman since the character was introduced in 2006, Ad Age reported. Over the years, the James Bond-like character has demonstrated his prowess with some outlandish claims (“Mosquitos refuse to bite him, purely out of respect;” “His reputation is expanding faster than the universe;” “His beard alone has experienced more than a lesser man’s entire body“) and inspired countless memes.
The 77-year-old actor will make his final appearance in the campaign on Thursday (Mar. 10), when his character will embark on a one-man mission to Mars, never to return again.
But the role will continue to exist here on Earth, with a new actor replacing Goldsmith in the fall. The beer brand has not revealed who, but Heineken told Ad Age that the goal of the actor swap is to give the campaign a more contemporary feel.
The Dos Equis man was initially meant to be someone that young, male beer drinkers would aspire to become, hence the use of an older protagonist, which was unique for beer ads that typically cast younger leads. Dos Equis will presumably stick to that formula, but has not said whether it will cast someone younger than Goldsmith, who was in his mid-60s when he got the part.
“There will be a hand-off of sorts—one day it won’t just be somebody new,” said Andrew Katz, marketing vice president for Dos Equis. “There will be elements that are very, very recognizable, that are super iconic to us, but it will have a very fresh take on things. It will not feel like we’ve just swapped actors.”
The “Most Interesting Man in the World” campaign—created by advertising company Havas Worldwide, formerly known as Euro RSCG—helped double sales of Dos Equis between 2006 and 2011, after it first launched. But the pace of growth has since slowed, falling behind other Mexican imports like Corona and Modelo Especial.
Reviving the campaign could be just the shot in the arm the brand needs.