He’s younger, more athletic, thoroughly modern — and he actually speaks Spanish.
He’s the new face of Dos Equis’ “Most Interesting Man in the World,” a reboot of the long-running advertising campaign that already has helped define the brand and sell a lot of Mexican beer.
In a teaser trailer debuting Wednesday, Dos Equis gives customers a first glimpse at the second act, replacing its older, gray-bearded icon with more of a rugged, James Bond-esque character. And like 007, KFC’s Kentucky colonel, Batman and other character-based franchises, Dos Equis is hoping viewers won’t be jolted by the change to a new actor.
As beer sales have soared in recent years, competition has become fierce, pushing Dos Equis to switch up its strategy as it goes after younger drinkers.
Making sure the new man can speak Spanish was a no-brainer.
“We’re trying to reach a new audience,” says 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.”