After an incredible Farewell moment in March for The Most Interesting Man in the World, we had to shift the consumers’ focus to build anticipation and excitement for the next iteration of the beloved character. With a vastly different video asset that only offered a small glimpse of the new character, and knowing we had a full spot to launch six weeks later, we needed to be creative and strategic with the positioning. We developed a storyline that leaned on the Hollywood movie trailer model, and positioned the first TVC with the new character as a first look teaser. We revealed the Most Interesting Man’s face to pique consumer and media curiosity, ensuring they would tune back in for a full reveal in October.

We worked with USA Today to set the tone for the trailer focusing on the character and creative campaign differences, highlighting how Dos Equis was evolving with their drinker. Leveraging key media relationships, we broke through a busy news cycle to and hit every major national publication that was key for our guy and internal stakeholders. We complemented the earned story with an all-agency war room to amplify the conversation via paid channels with a consistent message.

Our guy and media were curious about what made the new Man different from his predecessor, and we were prepared with supplemental editorial content. We built his legend and added depth to the character with a digital press kit and sponsored content. The three-pronged approach – owned, earned and paid – engaged fans in new ways and ensured the brand’s story cut through a crowded media landscape.

Over the course of 2016, Dos Equis dominated not just the beer news cycle, but crossed-over to create a true pop culture and news moment.

• Dos Equis broke through a major pop culture news week – launch of iPhone 7, HiddleSwift breakup and Presidential Forum – to generate 1.9 billion impressions via 784 placements.

o Placements included: The New York Times, Forbes, UpRoxx, Complex, and Telemundo

• Dos Equis hit the trifecta of national morning shows, and on the same day was featured on Good Morning America, The TODAY Show and CBS This Morning.

• Earned coverage was secured in each of the brand’s 39 key markets and the top 25 DMA; coverage hit each corner of the US, from Florida to Alaska and Hawaii to Maine.

• We generated over 51 million impressions on social from media stories

• During this time, the new Most Interesting Man was called everything from a Mexican Michael Phelps Doppelgänger, to a French Stud, to a total badass BAE;’ some even felt he “looks like Phelps from 20 years in the future, who’s come back in time to take us on sexy, thrilling adventures.”

• At the end of the Most Interesting Man reboot Dos Equis Lager experienced its best month of sales (November 2016) in two years

• Post-campaign research shows consideration is healthier than ever and he brand is resonating with Hispanics, 21-34 and Women. Both segments are talking more about the Dos Equis brand and the liquid

When you evolve one of the most beloved campaigns and a cultural icon, you have a story. However, Dos Equis needed the power of PR to ignite a national media moment and spark a conversation that moved beyond just the actor. With a well-thought out narrative and issues plan in our back pocket, we were ready to evolve, promote and protect the Dos Equis brand during a critical period.

We leveraged the campaign’s popularity to excite fans about the new character, while reaching a new, younger male and female audience. Research revealed that our target’s definition of “interesting” had evolved; and “Stay Thirsty” was no longer merely a tagline but an audience mindset.

• 83% of men want to live a more interesting life

• 84% of men think that what is interesting today is different from what was interesting a decade ago

We crafted a storyline that leaned on the trend of “movie trailers” and positioned the first TVC as a first look trailer, leaning into the cultural trend and media appetite for this type of video asset. We paid off on the interest by debuting the first full-length spot to a captive audience. Tying the messaging to the brand’s new sponsorship of the College Football Playoff, provided additional context on the evolution of the character and the brand.

Dos Equis said farewell to the Most Interesting Man in the World in 2016, leaving legions of fans with one question – will anyone ever be as interesting as him? We spent the past nine years building one of the most beloved and recognizable campaigns in advertising history, so there was a lot to live up to. Just six months after saying goodbye to the original Most Interesting Man, it was time to introduce the next man to assume the title. The new campaign needed to do two things: keep fans engaged and excited about the prospect of a new Most Interesting Man, and engage a new target of millennial drinkers. We also needed to make it clear that despite debuting a new man, Dos Equis will always encourage fans to Stay Thirsty.