The Most Interesting Man in the World says 'adios'
As advertising icons go, The Most Interesting Man in the World combined panache and success. But even he, apparently, can't maintain viewers' interest forever.
Jonathan Goldsmith, the actor who played the Dos Equis character, is retiring after nine years of pitching the Mexican beer. Not surprisingly, he is signing off with a typically interesting adventure: The elegantly attired aficionado of women and beer is going on a one-way trip to Mars (see video below).
As played by Goldsmith, The Most Interesting Man in the World was featured in a string of tongue-in-cheek ads with voiceover punchlines such as: "He could disarm you with his looks -- or his hands"; "His blood smells like cologne; and "He's on the upgrade list for flights he hasn't even checked into."
The spots, often shot in retro-chic fashion and spoofing 1960s and '70s popular culture, showed the dapper gentleman wooing women, playing pool, and performing feats of bravery and strength. His signature tag-line: "Stay thirsty, my friends."
The commercials are considered "one of the best ad campaigns of the 21st century," Advertising Age notes. More to the point, the campaign helped boost Dos Equis' brand in the U.S. and is credited with helping more than double sales between 2006 to 2011.
So if it was so successful, why is Heineken, Dos Equis' parent company, searching for another most interesting man? Blame America's shifting demographics, with millennials now claiming the prize as the country's biggest generation, along with the age-old story of brands looking for something fresh.
"We decided some time ago that it is time for us to evolve the campaign, and that's exactly what we are doing," Andrew Katz, vice president of marketing for Dos Equis, told AdAge.
Heineken didn't immediately return a request for comment. A younger actor likely will replace Goldsmith, 77, in the beer's campaigns, according to USA Today.
That may dishearten viewers over a certain age, given that Goldsmith has been one of the few older faces in television advertising. One 2007 study found that older adults were featured as primary characters in less than 5 percent of TV commercials, while glamorous products like cars and cosmetics tended to exclude older actors.
While the Most Interesting Man in the World managed to buck those two biases, Dos Equis likely wants to align its campaign with America's changing demographics. Back when Goldsmith debuted the character, many millennials weren't legally able to drink. The generation's youngest members, however, are now 20-years-old, while the oldest are 35.
On top of that generational shift, Dos Equis will start a partnership with the College Football Playoff, which played into the brand's decision, Heineken USA marketing chief Nuno Teles told AdAge.
"If you just plug the current campaign in the context of college football, there is something there missing," Teles said. "You need something a bit more contemporary and something a bit more in today's world."