Dos Equis has arranged a, well, interesting sendoff for its iconic marketing character known as “The Most Interesting Man in the World.” The beer company revealed that it is parting ways with the character after a final adventure that will send him to Mars.
Commenting “If mankind is going to make contact with intelligent life, sending him is the least we can do,” Dos Equis posted a new video Wednesday in which the character, played by 77-year-old actor Jonathan Goldsmith, gets a large-scale sendoff before taking off in a rocket.
USA Today notes that the advertising campaign has been a big success.
“Dos Equis, owned by Amsterdam-based brewer Heineken, nearly tripled its business since the campaign was introduced, says Andrew Katz, vice president of marketing for Dos Equis,” the publication reports. “In the past year alone, sales of Dos Equis Lager Especial grew 10.2% to $325.3 million in the 52 weeks ended Jan. 24, says market research firm IRIWorldwide.”
The report says Goldsmith’s character is likely to be replaced by a younger man. “Dos Equis plans to revamp the popular commercials in order to keep their edge for a new generation of customers,” the story reports.
Katz is quoted in the report saying “Culture has changed very dramatically” since the campaign began. He adds: “Our Millennial drinker has changed quite dramatically, and the competition has only exploded with the advent of craft [beer]. We just want to make sure that the [Most Interesting Man] story evolves.”
The new Dos Equis spot underscores that the character will not be returning. Here’s the clip …