Company: Dos Equis, Heineken USA
Campaign: The Most Interesting Man in the World
Agency Mix: Edelman, Havas Worldwide (formerly Euro RSCG)
Dos Equis is bidding a memorable goodbye to iconic brand spokesman Jonathan Goldsmith, also known as The Most Interesting Man in the World.
The campaign debuted regionally in 2007 and went national in 2009. The push, and its respective ad spots, quickly became a viral sensation and inspired countless memes riffing on The Most Interesting Man’s well-known tagline, "I don’t always drink beer, but when I do, I prefer Dos Equis."
Owned by Amsterdam-based brewer Heineken, Dos Equis went from a mid-level beer brand prior to the campaign to the sixth-largest imported beer in the U.S.
Although The Most Interesting Man in the World campaign will go on, its latest commercial, Mission to Mars, is the last featuring Goldsmith, who is 77 years old.
"The evolution of The Most Interesting Man campaign has been in creative development for over two years. However, since the inception of The Most Interesting Man campaign, Dos Equis has been planning for this moment, as we knew it would one day be inevitable," said Andrew Katz, VP of marketing for Dos Equis. "It’s important for Dos Equis as a brand to evolve with our consumers and their changing attitudes and behaviors. Recent research shows 83% of men want to live an even more interesting life, which reinforces Dos Equis’ Stay Thirsty mindset."
Key shifts in the beverage marketplace have occurred in the past eight years. Dos Equis noted its target audience is consuming media and culture differently than when the campaign began. The Mission to Mars farewell for Goldsmith as The Most Interesting Man is part of the brand's plan to adapt to these changes and stay relevant.
"We see this evolution of The Most Interesting Man as similar to that of Batman, Superman, and James Bond, where our guy has seen multiple iterations of these cultural icons and enjoys different takes on the same character," Katz added.
Dos Equis’ newly inked sponsorship of the College Football Playoff, a multiyear deal, will begin this fall and become a major focal point of the campaign. The brand wants to become more contemporary, since the campaign doesn’t fit well in the context of football.
As for Goldsmith, Dos Equis sought to send him off on his most interesting trip yet — a mission to Mars. This concept serves as a lighthearted send-off for Dos Equis' longtime icon and leaves space for the campaign to "open the door to a new world of possibilities for what it means to be interesting."
The campaign team planned a March 9 launch with the effort set to span 18 months.
Dos Equis produced 60-second, 30-second, and 15-second versions of the Mission to Mars TV ad, along with a greatest hits spot compiling a "best of" Most Interesting Man moments.
The minute-long spot from Dos Equis launched on March 9 on YouTube and aired on TV during an NBA game between the Cleveland Cavaliers and Los Angeles Lakers on TNT.
The brand targeted its outreach at national and local news, men’s and women’s lifestyle content, entertainment, business, sports, and technology media, and several trade outlets.
The final Goldsmith spot corresponds with a social media push and sweepstakes. The brand is giving away the character’s worldly possessions before he blasts off into the cosmos.
"Fans can visit DosEquis.com for an immersive digital experience to bid on worldly possessions through June 30. The tuxedo he wore to his last Masquerade, his Spanish guitar and matching mariachi suit, and even his astronaut suit from his 2010 stratosphere jump, are all available to fans 21 [and older] nationwide at DosEquis.com in early April," explained Katz.
Dos Equis will focus on Goldsmith's departure for the next several months. The brand will also ramp up social media efforts leading up to Cinco de Mayo, using the hashtag #AdiosAmigo and distribute life-size cardboard cutouts of Goldsmith to grocery stores and bars for fans to pose alongside.
For the Mission to Mars farewell launch on March 9, more than 3 billion earned media impressions were generated in the first 72 hours.
Edelman secured more than 1,500 placements for Dos Equis. Key coverage included USA Today, The New York Times, The Wall Street Journal, CNBC, Today, Good Morning America, Access Hollywood, TMZ, Mashable, and GQ.
The story also trended on Twitter and Facebook, sparking more than 1.1 million organic views of the Mission to Mars ad on YouTube in the first 72 hours, without any paid media.
Between 2007 and 2015, the number of cases shipped by the brand increased by 34.8%.
Dos Equis will stick with the campaign and reveal a new Most Interesting Man in the World this year.