Dos Equis said farewell to a most beloved and well-known figure, so the brand’s creative executions needed to reflect the high degree of interesting that consumers expect. Through several unique and first-to-market executions, Dos Equis created distinct ways for consumers to deeply engage with the narrative.

First, Dos Equis social and digital activations provided fans with shareable content to toast the Most Interesting Man and celebrate his legacy with #AdiosAmigo.

To celebrate Cinco de Mayo, Dos Equis created a microsite where fans could enter to win items from the Most Interesting Man’s Coveted Collection. The brand hosted events in key markets where fans could bid on items from the collection.

In a first-of-its kind activation, Rolling Stone put The Most Interesting Man on its cover, supplemented by custom in-book and immersive digital features diving deep into his final interview - sharing unforgettable adventures and accomplishments.

To launch the campaign and drive engagement, press exclusives were shared on social, where they quickly picked up traction. This was immediately followed by social support of creative assets across owned channels (Facebook, Twitter, YouTube, Instagram) including exclusive content targeted to Dos Equis superfans.

The initial social buzz was followed by a one-time only TV launch during the much-anticipated final NBA match-up between LeBron James and Kobe Bryant.

Leading into a key selling period, the brand partnered with Rolling Stone to give a final farewell interview and exclusive cover from the Most Interesting Man in the Cinco de Mayo issue.

In total, the program reached 30MM+, nearly all of our core beer drinking and distributing target.

The campaign earned 2 billion PR impressions in the first 24 hours, garnered 1,700+ media placements across every major nationally circulated news outlets in all 50 states and 3 continents. Following the launch Dos Equis posted the largest total Franchise growth for USA (+12.6%, +92K Cases); the brand’s largest for Lager since November 2014.

On Facebook, content received a record-breaking engagement rate of 40.49% - a year-over-year increase of 23.48%. Sentiment was high at 90.6% positive, and the brand’s replies per day increased by 480%. Time spent within the brand’s canvas ad was 158% higher than the average time spent watching a video post.

On Twitter, video view rate was 118% higher than the top post from 2015.

Awareness was at an all-time high, as the brand saw increased mentions by 4,711% and ‘Most Interesting Man’ mentions increased by 8,891%. A user-generated hashtag became the number one trending hashtag.

After an epic 10 year run, it was time to say goodbye to the Most Interesting Man in the World and Dos Equis needed to bid him a final adieu that would offer closure for consumers (largely millennial males 21+), and help the brand's distributors (largely men in their 50's - 70's) feel comfortable with the final chapter of this character.

The big farewell launched in digital and was supported by TV, radio, OOH, digital, social, and even a 1-800 number, creating a fully integrated sendoff campaign worthy of a cultural icon.

The Most Interesting Man has amassed a vast array of fans, though the brand’s core target was millennial men. In order to effectively reach and engage with this demographic, the brand activated creative across social (Facebook, Twitter, YouTube, Instagram) and digital (Rolling Stone, DosEquis.com, pre-roll), sustaining authentic conversations throughout the campaign.

Strategically, launching the campaign in social first allowed for a groundswell of engagement, which was supported by mass reach on TV and extensive PR coverage.

All creative assets were strategically positioned to guide consumers on a narrative journey – from accepting the Most Interesting Man’s departure, to celebrating his legacy on Cinco de Mayo.

Throughout the campaign, the brand remained true to its core values by implementing unique responsive messaging in social. A strategically timed partnership with Rolling Stone for the cover of their 5/5 issue kept the brand top of mind during a key selling period.

Dos Equis needed a comprehensive way to say farewell to the legendary Most Interesting Man in the World.

The final goodbye needed to peak interest for consumers (largely millennial males 21+) and help them get some ""closure"" with the character, but also help the brand's distributors (largely men in their 50's - 70's) feel comfortable with the final chapter of this character and look forward to the next chapter of the campaign. All pieces of the campaign, from TV, to digital, social, press, to experiential events and below the line activations needed to connect and tell one cohesive story.

Additionally, the final leg of this campaign needed to help drive the biggest Cinco de Mayo sales ever for the brand, which is a Mexican import.