The face behind one of the industry’s all-time most successful ad campaigns is moving on.
Dos Equis announced today that the newest ad for its “The Most Interesting Man in the World” will be the last to feature actor Jonathan Goldsmith in the lead role. Goldsmith, 77, has played the part of The Most Interesting Man since the ad’s inception in 2006.
The campaign has been hugely successful. Sales of Dos Equis nearly tripled in the years since, while The Most Interesting Man has become a household name as well as a common meme on the internet.
But now Goldsmith is retiring. His final ad will see The Most Interesting Man fly into space in the ad “Mission to Mars.”
A 30-second and 15-second version of the TV commercial will run on-air beginning March 21st and will also be available on Dos Equis digital properties.
Dos Equis is supporting the spot with the hashtag campaign #AdiosAmigo.
Goldsmith’s retirement does not mean the end of the campaign. Dos Equis plans to find a replacement for the role.
“We know ‘The Most Interesting Man in the World’ will continue to endure and grow, as the character’s story is bigger than one individual,” said Andrew Katz, VP of Marketing for Dos Equis, in a press release. “’Stay Thirsty’ isn’t just a tagline – it’s a mindset Dos Equis embraces daily to connect with our consumer and inspire everything we do.”
In early April, Dos Equis plans to auction off the possessions of The Most Interesting Man. These include “the tuxedo he wore to his last Masquerade, his Spanish guitar and matching mariachi suit, and his astronaut suit from his 2010 stratosphere,” the company said in a press release.