Dos Equis Finds New 'Most Interesting Man In The World'
Dos Equis' "Most Interesting Man" is one of the longest and most successful advertising campaigns running. It was first launched 10 years ago with Jonathan Goldsmith playing the mysterious yet sophisticated character. Some have called it one of the best ad campaigns of the 21st century.
With news of Goldsmith's lawsuit against the beer company over a contract dispute, Dos Equis has ultimately replaced the original character with a new actor, Augustin Legrand.
Legrand, born in France, is a modern Renaissance man, speaking three languages. Dos Equis launched an ad teaser campaign featuring the new most interesting man in the world entirely in Spanish, a good way to shift away from the original actor.
Heineken (HEINEKEN NV SPON ADR EACH REP 1/2 ORD (OTC: HEINY)) bought Dos Equis along with Mexican beer staples Tecate and Sol for $7.6 billion in 2010. Dos Equis XX Lager Especial was the sixth best selling imported beer brand in 2015. Sales of import Mexican beer are up 13.6 percent year-over-year thus far.
"We're trying to reach a new audience," said Andrew Katz, vice president of marketing for Dos Equis. "The reality of the drinker base is, it's much more multicultural than ever. And Spanish-dominant consumers are increasingly important."
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