Dos Equis released a video today introducing its new “most interesting man in the world.” The new video clip, which you can watch below, comes six months after the previous “most interesting man,” actor Jonathan Goldsmith, wrapped up his long run as the spokesman for the Mexican beer brand.
The new guy is “younger, more athletic, thoroughly modern — and he actually speaks Spanish,” USA Today notes.
“In a teaser trailer debuting Wednesday, Dos Equis gives customers a first glimpse at the second act, replacing its older, gray-bearded icon with more of a rugged, James Bond-esque character,” USA Today adds. “And like 007, KFC’s Kentucky colonel, Batman and other character-based franchises, Dos Equis is hoping viewers won’t be jolted by the change to a new actor.”
The new character positions Dos Equis to go after younger consumers and to make a stronger appeal to the Hispanic market.
Andrew Katz, vice president of marketing for Dos Equis, is quoted in the report saying: “We’re trying to reach a new audience. The reality of the drinker base is it’s much more multicultural than ever. And Spanish-dominant consumers are increasingly important.”
Here’s the short clip released today …