In case you didn't hear, Dos Equis retired their "Most Interesting Man in the World."
Not the campaign, but the actor. His last commercial aired on March 10, in which, he set off for Mars, apparently never to return. If you were particularly attached to actor Jonathan Goldsmith, that might be sad news. However, Dos Equis is introducing a new “Interesting Man,” and you can watch his introduction below.
According to Eater, Dos Equis’ sales have been steadily falling in comparison to sales for Corona and Modelo Especial. The brand is thinking that maybe, just maybe, the millennials aren’t loving this older interesting man. In response, Dos Equis has casted a new, brown-haired younger man who they hope will appeal to a young male millennial audience.
Originally, the thought was that Goldsmith would portray a James Bond-esque character that those of this age group would aspire to be like, and therefore would “stay thirsty” for Dos Equis.
Will this new interesting man, played by French actor Augustin Legrand, really be more interesting? Social media shows some backlash, with tweets such as:
@DosEquis you should call him "Second Most Interesting Man in the World"— RickPetralia (@RickPetralia) September 9, 2016
@DosEquis you can't just make a "new" most interesting man in the world. There is only one.— Wise Guy (@TheSlopChute) September 6, 2016
There's also a Facebook comment on the Dos Equis page that says, “The most interesting man in the world doesn't get replaced by the beer company. He replaces the beer company.” It has received over 3,000 likes, according to The New York Times.
The now previous interesting man has told the Times that it was not his decision to leave, but a corporate decision and that he wishes Dos Equis all the best.
Andrew Katz, vice president of Dos Equis marketing, has stated that it’s not age that caused the brand to replace Mr. Goldsmith, but a need for a new definition of the word “interesting.” His thought is that millennials have a new view of what’s interesting versus what was being portrayed in previous campaign commercials.
As a millennial myself, I look forward to watching these new ads and seeing for myself just what they mean by this statement. Go ahead and tune in to the video below and make your own judgement. What do you think?