Dos Equis Reveals the New “Most Interesting Man in the World”
Brand Shares First Glimpse at How Interesting Will Evolve in Epic Campaign
The wait is over: yesterday, one of the most iconic campaigns in history has reached new heights, as Dos Equis released a feature-film style trailer, titled “Cantina,” revealing a glimpse of the new Most Interesting Man in the World. Timelessly masculine, the new Most Interesting Man is edgier and more daring, and fans can rest assured this is merely the first look at him. This October, Dos Equis will release “Challenger”, a full-length commercial that will illuminate how interesting has evolved and how the new character continues to embody the legendary status.
Actor Augustin Legrand is the new face of one of the longest-running campaigns, bringing a contemporary twist to the legendary character. The new Most Interesting Man is a man of our times, and in this first glimpse, he shares hints of being a resourceful, rough and tumble guy, who remains a jack-of-all-trades hero that one would expect from the man bearing this infamous title. Always a friend to the animals, the Most Interesting Man is seen racing through Bangkok streets arm-in-arm with a pig, just one of the many interesting adventures teased in the “Cantina” spot.
“The meaning of ‘interesting’ has evolved over the past decade, and this campaign features a new character who reflects what is interesting to today’s Dos Equis drinker,” said Andrew Katz, VP of Marketing for Dos Equis. “With this first glimpse, we’re opening the door to a new world of possibilities for what it means to be interesting. In the coming weeks, fans of the brand who are 21 and older will have the opportunity to get to know the new character in a uniquely interactive way. Stay tuned for more, as the brand will certainly have an interesting next few months.”
On October 19, synced with Dos Equis’ College Football Playoff sponsorship, the brand will fully reveal the new Most Interesting Man with a classic vignette-style commercial. The October launch will be supported by social integrations on Snapchat, including a national lens available for College Football Game Day, Saturday, October 22.
As an evolution of one of the most celebrated advertising campaigns of the 21st century, this next installment of The Most Interesting Man in the World is deeply rooted in the belief that the meaning of interesting has changed over the past decade. Similar to superheroes and superspies, fans are accustomed to and enjoy different takes on the same character. Dos Equis is reinvigorating and modernizing The Most Interesting Man in the World with a fresh face to showcase a character who reflects what is interesting to today’s Dos Equis drinker and to millennial beer drinkers 21 years and older.
The latest spot from Dos Equis is part of an ongoing commitment from the brand to encourage fans to Stay Thirsty and live a more interesting life.
About HEINEKEN USA
HEINEKEN USA Inc., the nation’s leading upscale beer importer, is a subsidiary of HEINEKEN NV, the world’s most international brewer. Core brands imported into the U.S. are Heineken®, the world’s most international premium beer brand, the Dos Equis franchise, the Tecate franchise and Strongbow Hard Apple Ciders. HEINEKEN USA also imports Amstel Light, Newcastle Brown Ale, Red Stripe, Sol, Indio, Carta Blanca and Bohemia brands. For the latest information on our company and brands, follow us on Twitter @HeinekenUSACorp, or visit HEINEKENUSA.com.
