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The “Most Interesting Man in the World” is officially going to be replaced. The beer brand Dos Equis has decided to end its long-running campaign based off the iconic figure who travels the world drinking and encouraging his friends to “stay thirsty.” The character has been played by Jonathan Goldsmith, age 77, since its launch in 2006. The campaign will come to a close today, with an ad featuring the most interesting man boarding a rocket to Mars, with the promise of never returning.
Goldsmith’s character has been extremely effective for sales of the beer — its sales doubled from campaign start to 2011. Rumors about Goldsmith leaving over legal issues have circulated, but the VP of Marketing for the beer company, Andrew Katz, insists that isn’t the reason for the campaign’s new direction.
From Ad Age:
“We are incredibly grateful to [Mr. Goldsmith] for his contributions to the brand, and that appreciation absolutely remains undiminished by any personal legal matters that he has,” he said. “We decided some time ago that it is time for us to evolve the campaign and that’s exactly what we are doing.”
Although they have announced their move away from “The Most Interesting Man in the World,” Dos Equis has not released many clues to their future ads. The Heineken Company has stated it will be continuing their marketing with a new character, whose details are yet to be released. After their recent pairing with the College Football Playoff, the company wishes to make ads more contemporary. Either way, Goldsmith’s character will always remain in our hearts, reminding us (as if we’ve forgotten) to “stay thirsty.” Will do..