The US unit of Heineken has revived a longstanding advertising lead character for Mexican beer brand Dos Equis in the country.
‘The Most Interesting Man in the World’ will front a new campaign for Dos Equis that commences next week. Centred around the tagline ‘Stay Thirsty, My Friends’, the push debuts with a TV ad (below) that will air during coverage of an American football game on Monday (19 January).
The character is played by actor Jonathan Goldsmith, as was the case when the activation ran in the US from 2006 to 2016.
“We knew the public thirst was massive,” said Heineken USA’s CMO, Alison Payne. “Our research found that 83% of people exposed to the original campaign wanted to see it return … . While this campaign has been off the air for nearly a decade, the love for The Most Interesting Man in the World never faded. That’s why we’re relaunching the ‘Stay Thirsty’ campaign to drive excitement among fans and inspire a new generation to be bold, be curious, and stay thirsty for new adventures.”
Dos Equis, which is brewed in Mexico and imported into the US by Heineken, sits alongside Desperados and Amstel in the group’s non-namesake brand portfolio.
Earlier this week, Heineken CEO Dolf van den Brink lined up his departure not only from his current role but from the company altogether after a 28-year career. Van den Brink, who became CEO in 2020, will move aside at the end of May.
