The last of Dos Equis’ iconic “Most Interesting Man in the World” commercials with 77-year-old Jonathan Goldsmith dropped back in March, when Dos Equis announced that they would be retiring the famous face of their beer company. He speak French, English and Spanish.
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“We’re trying to reach a new audience”, says Andrew Katz, vice president of marketing for Dos Equis.
A magnificently successful advertising campaign, one that becomes part of culture, is something most brands are chasing, particularly in this age of ad-blocking, skipping, and avoiding-at-all-costs for many consumers.
Augustin Legrand is the new face of the campaign, which will feature real-time adventures around the globe.
For many dudes, the most mysterious drinker of Dos Equis was a paragon of the well-lived life.
The bearded Phelps doppelgänger smiles knowingly as the montage shows him casually chopping open a coconut with his bar hands and running down the street carrying a baby pig wearing a fez. Legrand’s spots will get some other modern upgrades as well, including pushing the campaign on Snapchat and writing a more progressive role for women.
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The spot teases an ad that will run on October 19 and make the full reveal of the new character, Beer Business Daily reported this morning. “For us, it’s not so much about building loyalty but it is about getting consideration”.
