Dos Equis has revealed the identity of the man that will play the rebooted version of the companies “Most Interesting Man in the World,” and he’s a total bad ass, bae. The new leader of Dos Equis isn’t afraid to get his hands dirty if what you crave is fresh coconut. He’ll hold your baby pig as you elude bad guys. If need be, he’ll fish your soccer ball out of a well. Need someone to explore a cave with a flaming torch? He’s on it. Hell, he’ll frickin’ emerge from a just landed space pod with salon-ready hair. He’s adventurous and multi-faceted. Women want him, and men want to be him.
Who is this man that replaces the retired Jonathan Goldsmith as the pitchman that implores his friends to “stay thirsty”? It’s 41-year-old French actor Augustin Legrand. Legrand appeared in his first ad released today looking like a younger, more athletic, risk-taking version of Dos Equis’ former silver-haired pitchman. Legrand will begin being featured in full spots in October.
A company rep tells ABC News that the rebooted “Most Interesting Man” is the start of a “refreshed” campaign that “features a more active and adventurous character.” In the new ad, Legrand is definitely portrayed as someone that does more than just sitting around being flanked by beautiful women as he orders a beer.
Goldsmith — who held the title of “Most Interesting Man” for more than a decade with Dos Equis — decided to retire earlier this year, making his final appearance in an ad that saw him blasting off into space. Goldsmith’s role as the company spokesman helped make the Mexican beer a household name through his James Bond-esque viral campaign.
Dos Equis representatives tell USA Today as their customer and audience evolves, so must their marketing campaigns. It’s also noteworthy that the company values the fact that Legrand is fluent in Spanish, something they are looking to capitalize on in the future.
“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.”
According to Katz Dos Equis has realized that the beer market has been increasingly fragmented by the multitude of choices customers have, and the goal is to adapt to what they see as an increasingly competitive market moving forward.
“We want to be a contemporary brand,” while addressing the reality that “the category’s more fragmented than ever,” Katz says. “For us, it’s not so much about building loyalty but it is about getting consideration.”