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The most interesting man in the world has accomplished another mythical feat: He rose from the dead.
The tanned, salt-and-pepper mustachioed spokesman for Mexican beer brand Dos Equis, whose real name is Jonathan Goldsmith, is returning to marketing for the brand after a nearly 10-year hiatus.
The decision was partly influenced by the opinions of customers who had seen the original campaign, with 83% saying they wanted the character to return, with his iconic slogan “Stay thirsty, my friends.”
“While the campaign has been off the air for nearly a decade, the love for ‘The Most Interesting Man in the World’ has never faded,” Alison Payne, chief marketing officer of parent company Heineken USA, said in a statement. statement. “That’s why we’re relaunching the ‘Stay Thirsty’ campaign to spark excitement among fans and inspire a new generation to be bold, curious and stay hungry for new adventures.”
New ads from the updated ad campaign will premiere Monday night during the College Football Playoff National Championship Game.
Dos Equis’ original campaign ran from 2006 to 2016, portraying the “World’s Most Interesting Man” as a rugged, fearless man who experienced countless adventures in all corners of the world.
His ads feature him hand-freeing a giant bear from a bear trap, frolicking with beautiful women, scaling treacherous rock walls and running with bulls through the narrow, sloping streets of Pamplona, Spain.
The first spot in the new campaign shows scenes from the character’s life – skiing, practicing swordplay with samurai and crashing to Earth in a space capsule – before offering an unexpected explanation for his disappearance over the past decade.
According to one company, Dos Equis will be ranked 10th in popularity in the United States by the end of 2025, prompting renewed marketing efforts. YouGov poll Popularity is based on the percentage of people who have a favorable opinion of the beer brand. According to a YouGov poll, it is the second most popular brand in the Heineken portfolio in the United States, behind the brand’s flagship beer Heineken.
Earlier this week, Parent company Heineken announced Chief executive Dolf van den Brink resigned due to falling beer sales. The company said it expected its sales to decline as consumers cope with higher prices.