Dos Equis is reintroducing “The Most Interesting Man in the World,” the iconic character and campaign that was retired in 2016, according to information shared with Marketing Dive. The original campaign, which ran for a decade, played a significant role in the growth of the beer brand, increasing its size by more than three times, as per Heineken USA’s internal sales volume data.
“It was such an iconic part of the brand, and we believed it still had relevance in today’s world, even though it had been absent for 10 years,” stated Heineken USA CMO Alison Payne regarding the campaign.
The character made a comeback through unbranded teaser commercials during college football playoff games on Jan. 8 and Jan. 9, followed by the launch of a teaser campaign on various social media platforms, including Instagram and LinkedIn. Renamed as the “least most interesting man in the world,” the character is depicted living a mundane life filled with jigsaw puzzles, plain yogurt, and beige clothing in the suburbs.
The campaign will continue during the College Football Championship game on Jan. 19. A 60-second ad reveals how the character lost his adventurous edge after suffering amnesia from a head injury upon returning from space, only to regain it upon rediscovering a Dos Equis in his refrigerator. The character, portrayed by actor Jonathan Goldsmith, will also engage in a “sailgate” activation on a yacht during the game.
Following his return, the Most Interesting Man will be featured as part of Dos Equis’ new “Stay Thirsty” brand platform, with a new commercial airing during the NFC Championship Game on Jan. 25 and throughout the year. The creative leadership for the campaign was provided by LePub NY, in collaboration with Le Truc, with media handled by Dentsu and social media by TAG. Activations are managed by Amplified, while PR and influencer relations are overseen by MBooth, and additional influencer work is conducted by Influential.
Same man, different times
Payne, who assumed the role of CMO for Heineken USA in January 2025, has a deep understanding of Dos Equis. She previously led Heineken’s Mexican beverage portfolio from 2018 to 2021 and oversaw post-Most Interesting Man campaigns such as 2018’s “Keep It Interesante” initiative.
The revival of the Most Interesting Man comes at a time when nostalgia for cultural icons and beloved ad campaigns is a prevalent marketing strategy. For Dos Equis, reintroducing the character into a changed world since 2016, marked by the rapid expansion of the social and digital media landscape, required a modernized approach.
“We were very aware that we couldn’t just repeat what we had done before. While we have a decade of great material, it was crucial to update it,” explained Payne. “The campaign will have a stronger presence in the social space, allowing us to align with current cultural trends. We can now play a more active role.”
The decision to bring back the campaign was also influenced by the enduring popularity of the character. Survey data from the brand revealed that 84% of consumers exposed to the original campaign expressed a desire for its return, with 82% believing there is nothing comparable in the category. This popularity extends to audiences who were not of legal drinking age during the original campaign, as the character has remained relevant in memes and internet culture.
“The retesting of the advertising showed a 97% brand recall, largely due to the character’s presence in memes and the iconic line becoming part of pop culture,” noted Payne. “We felt that the timing was right for his return, but we are doing so in a unique way. As Dos Equis, we always ask ourselves, ‘Could any other beer brand pull this off?’ And the answer must be no.”
High hopes despite headwinds
The return of the Most Interesting Man coincides with a challenging period for Dos Equis, parent company Heineken, and the overall beer industry facing various challenges. Despite this, beer remains a household staple in the U.S., with imported premium beers, especially Mexican imports like Dos Equis, experiencing notable growth, according to Payne, who is optimistic about the new campaign.
“It’s safe to say that the brand’s advertising became somewhat predictable and dull. This campaign truly breaks the mold,” said the executive. “A decade ago, it defied all conventions of beer advertising — it wasn’t just a guy standing around a barbecue.”
The brand intends to maintain its spirit of irreverence and unexpected activations across advertising, social content, and point-of-sale materials. The messaging of Dos Equis as a beer for social gatherings with intriguing individuals is reinforced by the marketing efforts of sister brand Heineken, which has encouraged consumers to disconnect from technology and engage in face-to-face interactions in a series of impactful campaigns.
“With Dos Equis, we are inspiring people to step out of their comfort zones to lead a life full of stories to share with friends at the bar,” explained Payne. “He’s not just the Most Interesting Man: He’s magnetic. People want to share a beer with him at the bar because of his rich life experiences, fostering real connections.”