Mike Castiglione
He doesn’t always retire, but when he does, he goes to Mars.
For the past decade, Jonathan Goldsmith has been the white bearded debonair spokesperson for Heineken-owned Dos Equis in the “Most Interesting Man in the World” campaign that has spawned countless Internet memes and Halloween costumes.
He once wrestled an anaconda for four days.
He lives vicariously through himself.
He has won the lifetime achievement award…twice.
If he were to punch you in the face, you’d have to fight off the urge to thank him.
He once ran a marathon…because it was on his way.
He even once parallel parked a train.
And now, The Most Interesting Man in the World is hanging up his cleats as revealed in a new commercial, his last commercial, for Dos Equis.
https://youtu.be/PwyA367LfaY
Dos Equis has been mum on the details, but the company is looking for a new “interesting,” likely younger man, to continue the ad campaign and appeal to the Millenial generation, according to Vice President of Marketing Andrew Katz.
“Culture has changed very dramatically” since the commercials debuted, Katz told USA Today. “Our Millennial drinker has changed quite dramatically, and the competition has only exploded with the advent of craft (beer). We just want to make sure that the (Most Interesting Man) story evolves.”
Nuno Teles, Heineken USA’s chief marketing officer, is embracing the challenge.
“We have created one of the most celebrated campaigns of the 21st century — I dare say it goes beyond a campaign to a cultural icon,” Teles said. “It happens to be the case that we found a way to make this campaign even more interesting and that will be basically through having a new meme.
“Why do you change something that is working? Because we can do better. Because we know that we have a way to evolve.”
Good luck with that. I, for one, have seen The Hangover Part II, and it sucked.
In honor of #ThrowBackThursday, what are some of your favorite one-liners from the Dos Equis guy?