He\u2019s baaaaccckkk.<\/p>\n
After 10 years in retirement, Dos Equis\u2019s iconic character, the Most Interesting Man, is making his return. While the Heineken-owned beer brand has been setting up the return of the Most Interesting Man with teasers since earlier this month, the full story and campaign are dropping Monday during the College Football Playoff (CFP) National Championship.<\/p>\n
Dos Equis had been experiencing a bit of an identity crisis for the past couple of years, according to Heineken USA CMO Ali Payne. After some \u201csoul-searching,\u201d her team turned to its archive and decided it was time for the Most Interesting Man to sip again, albeit with some more modern twists meant to bring the \u201cStay Thirsty\u201d campaign into the social media age for younger drinkers.<\/p>\n
\u201cEven if you were actually below legal drinking age when the Most Interesting Man was around, consumers today still remember [him] because of the meme and how it\u2019s lived on socially,\u201d Payne told Marketing Brew. \u201cWe think that now, more than ever, given what\u2019s happened post-Covid\u2014people playing it safe, living rather boring lives\u2014that bringing back\u2026the Most Interesting Man as an aspiration for taking the path less traveled and living a rich life was true to the brand, but also exactly what culture and consumers needed.\u201d<\/p>\n
Still thirsty<\/h2>\n
The 60-second spot rolling out Monday explains where the Most Interesting Man has been for the past decade: After hitting his head, he suffered from amnesia and became, devastatingly, uninteresting. Eventually, though, he discovers a Dos Equis in the back of his fridge, sparking memories of his old life.<\/p>\n