The 'Most Interesting Man In The World' Heads To Mars: Dos Equis To Unveil New, Younger Spokesman
Hundreds of spectators representing the earth's many cultures looked on and cheered, Dos Equis pitchman, the fictitious Most Interesting Man In The World, ascended the steps where his attractive blond co-pilot was waiting for him, boarded a rocket and was launched in the heavens in a rocket to Mars.
The scene was part of what will reportedly be herald the departure of 77-year-old actor Jonathan Goldsmith who has played the iconic pitchman for the Mexican beer owned by Dutch brewing company Heineken since 2007.
Company execs say the minute-long commercial first aired Wednesday is the first of a six-month campaign heralding Goldsmith's exodus.
According to Dos Equis Vice President of Marketing Andrew Katz, the move comes on the heels of a microbrew movement that has made the suds market quite competitive, particularly among younger beer drinkers.
"Culture has changed very dramatically [since the commercials debuted]," Katz told USA Today on Wednesday.
"Our Millennial drinker has changed quite dramatically and the competition has only exploded with the advent of craft [beer]. We just want to make sure that the [Most Interesting Man] story evolves."
Though company executives have yet to disclose who will replace Goldsmith, Katz confirmed Dos Equis would continue the campaign with a younger actor.
"We're viewing this as an opportunity to bring new users along with us, to bring younger drinkers into the franchise who can better relate to a different Most Interesting Man in the World," Katz said.
Over the last nine years, the character has become a cultural touchstone, with his tagline of "I don't always drink beer, but when I do, I prefer Dos Equis," spawning an endless stream of Internet memes.
But Goldsmith claims he was just being himself.
"[Fans have] a real connection with the fun and authenticity of the character, which I portray with the same joy and passion that is part of my own life," he said.