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Fans of Dos Equis, a beer brand from White Plains, N.Y.-based Heineken USA, have been introduced to a new Most Interesting Man in the World through a feature-film style trailer called “Cataina,” revealing a glimpse of the new face of the Dos Equis brand.
In October, Dos Equis will release “Challenger,” a full-length commercial that will show how “interesting” has evolved, and how the new character continues to embody the “legendary status.” The latest ad from Dos Equis is part of an ongoing commitment from the brand to encourage fans to Stay Thirsty and live a more interesting life.
“The meaning of ‘interesting’ has evolved over the past decade, and this campaign features a new character who reflects what is interesting to today’s Dos Equis drinker,” said Andrew Katz, vice president of marking. “With this first glimpse, we’re opening the door to a new world of possibilities for what it means to be interesting. In the coming weeks, fans of the brand who are 21 and older will have the opportunity to get to know the new character in a uniquely interactive way. Stay tuned for more, as the brand will certainly have an interesting next few months.”
Actor Augustin Legrand is the new face of the long-running campaign. As the new Most Interesting Man, Legrand’s character is a man of our times, and is a resourceful, rough and tumble guy “who remains a jack-of-all trades hero that one would expect from the man bearing this infamous title,” according to Dos Equis. He is also timelessly masculine, edgier and more daring.
On Oct. 19, Dos Equis will fully reveal the new Most Interesting Man with a class vignette-style commercial that is synced with the brand’s College Football Playoff sponsorship. The October launch will be supported by social integrations on Snapchat, including a national lens available for College Football Game Day on Oct. 22.
By modernizing and reinvigorating the Most Interesting Man in the World, Dos Equis aims to reach today's modern beer drinker, as well as millennial beer drinkers 21 and older.