Just what in the heck does Dos Equis think it's doing?

Just what in the heck does Dos Equis think it's doing?

CultureJune 30, 2017 By Brian Frederick

If you're young, hip, make something of an income and classify yourself as an impervious drunk, social media algorithms have already shoved a Dos Equis commercial or two in front of your face without asking. Notice anything different? Or should we say, the same?

The marketing geniuses over at Dos Equis have gotten a new actor to fill the "Most Interesting Man in the World" campaign — and has also seemingly kept the same writing staff. 

Augustin Legrand is the actor who plays the new trope; he's a younger, thinner version of Jonathan Goldsmith (who stuck a thorn in Dos Equis' side when he rebooted the character for Astral Tequila, saying: "I told you, I don't always drink beer.").

This is not a new story. The beer behemoth announced in September of last year that this was going to happen, right after they sent the first Interesting Man on a one-way mission to Mars. About that, the VP of Marketing had an explanation.

“The meaning of ‘interesting’ has evolved over the past decade, and this campaign features a new character and look and feel that opens the door to a world of interesting possibilities for today’s Dos Equis drinker,” said Andrew Katz for Dos Equis. “With the reboot of the campaign, we’re celebrating the good times The Most Interesting Man has with friends wherever he travels, while highlighting our refreshing cerveza. In the coming weeks, fans will have the opportunity to get to know the new character in a uniquely interactive way.”

So the company bet on sameness, possibly hoping beer drinkers would embrace the new as they did with the old. The problem? People aren't fucking idiots, and saw right through the campaign immediately. Currently, the locals are coming out with digital pitchforks and torches en masse.




It's no Pepsi-level blunder, but Dos Equis might have learned a hard lesson here, in that you don't get lazy in the 21st century. The "Most Interesting Man" campaign is something that's been a part of our lives for well over a decade now, yet sometimes, it's just better to let things die than pull them along with an unraveling leash. 

We don't always criticize beer commercials, but when we do, it's Dos Equis.