Dos Equis to Retire ‘Most Interesting Man in the World’

[big dog cowboy]

Dos Equis to Retire ‘Most Interesting Man in the World’
The Wrap 1 hour 47 minutes ago



Dos Equis has announced that it will retire its long-running ad campaign centered on “The Most Interesting Man in the World.”

The popular ad series starring character actor Jonathan Goldsmith has been on the air since 2006, but the beer company feels it is time to move on with a new spokesperson.

“Culture has changed very dramatically,” Andrew Katz, vice president of marketing for Dos Equis, told USA Today. “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.”

Katz also said that Dos Equis has nearly tripled its business since the campaign began, with annual sales reaching $325.3 million in 2015. He also said that a new actor will take over as a spokesperson in a new campaign later this year.

Read more: https://www.yahoo.com/tv/dos-equis-retire-most-interesting-man-world-164134253.html

 

[CF74]

Good, that got played out after 1 season...

 

[JohnnyTheFox]

That's so sad and I really liked that guy, I am sure next up they will get some neckbeard wearing a flannel shirt with a tattoo of mumford and sons on his forearm while smoking a vaporless cigg.

 

[JIMMYBUFFETT]

So long as they don't retire their beer...I'm good.

 

[Tabascocat]

So long as they don't retire their beer...I'm good.

Second that!

 

[Dallas_Cowboys50]

he'll still be around forever on facebook via memes......

 

[rynochop]

I always thought the radio ads were funnier for some reason. 'He once was a part of a Mexican standoff and sat the entire time' ha. (Or something like that)

No beer snobs have chimed in yet??

 

[jimmy40]

speaking of needing to retire

 

[Stash]

That's so sad and I really liked that guy, I am sure next up they will get some neckbeard wearing a flannel shirt with a tattoo of mumford and sons on his forearm while smoking a vaporless cigg.

I agree. I think this change will prove to be another mistake made by a clueless corporate suit.

 

[arglebargle]

While I don't have anything against Dos Equis, over the last decade, I only ordered it because of the ad campaign. Great writing, and it worked in many divergent advertising forms. The radio stuff was pretty well done.

 

[jnday]

I agree. I think this change will prove to be another mistake made by a clueless corporate suit.

They are probably trying to save a few dollars by using some no-name actor and a silly gimmic. I hope their sales bottom out. This guy was the reason most people drank that beer anyway.

 

[jnday]

speaking of needing to retire

They need to get rid of the goofy KFC commercials with the fake Col. Sanders too.

 

[iceberg]

he'll still be around forever on facebook via memes......

and every bit as annoying.

 

[JoeKing]

and every bit as annoying.

 

[Risen Star]

Can't sell that angle anymore with the rise of Carson Wentz.

 

[Nova]

A very, very successful campaign.
.

Can't believe he's been around since '06... But then I recall buying it on my 21st birthday in 07 only because of the ad.

Anyway, Dos Equis sales increased by 23% at that tie while all other imports were decreasing. And in one particular year, sales tripled in Canada.