I recently went on a press trip hosted by Dos Equis to try their new products. While the drinks were delicious, everyone had one question on their minds: “Where did the Most Interesting Man in the World go?”
For a decade, from 2006 to 2016, Dos Equis ads featured a suave, James Bond-esque figure who could do anything and only drank Dos Equis, of course. To this day, he’s still one of the most memorable figures from any advertising campaign, so why did they get rid of the Most Interesting Man in the World?
In real life, the iconic beer pitchman was played by actor Jonathan Goldsmith. While he has had a prolific acting career, with roles on everything from Days of Our Lives to Dallas, he is probably best remembered for this beer campaign. And he doesn’t seem to mind the association. Not only does he still have “#stayinteresting” in his Instagram bio, he wrote a whole autobiography entitled Stay Interesting: I Don’t Always Tell Stories About My Life, but When I Do They’re True and Amazing.
Despite the popularity of the campaign, Dos Equis ditched the most interesting man in the world, and I found out why directly from the Dos Equis team.
The Spokesperson Outgrew the Brand
Everyone knew the Most Interesting Man in the World! What everyone didn’t know was that the Most Interesting Man was selling Dos Equis beer. The spokesman had outgrown the brand and was no longer serving the purpose he was designed to serve.
The cultural climate has changed greatly since the Most Interesting Man campaign launched in 2006. Especially on the heels of the #MeToo movement, an older, rich man draped in conventionally attractive younger women wasn’t necessarily the vibe anymore. While there was nothing inherently problematic about the Most Interesting Man in the World, the concept started to feel a little outdated.
The Most Interesting Man in the World had a good run, outlasting many brand spokespeople. But, by 2016, his time as the face of Dos Equis had run its natural course. It was time for them to move on to new advertising campaigns (after testing out a younger replacement for Goldsmith).
Don’t worry about Goldsmith, though. He’s still super successful. After leaving Dos Equis, he went on to snag a role in Mamma Mia 2: Here We Go Again! and to act in other commercials. He couldn’t seem to leave his alcohol spokesman roots behind. He went on to do ads for Astral Tequila and Stella Artois.
And does he still drink Dos Equis? He talked to Esquire in 2018 and told them that he still has “an affection for Dos Equis.” “…When it’s hot, and I reach for a beer, sure. And Heineken was always a beer that I enjoyed. I drink them both.”