"I don't always drink beer, but when I do, I still prefer Dos Equis."
"some magic that we need to bring back,"
"we actually learned that consumers wanted someone who had some age and wisdom. You can't have an interesting archive of life lived if you're really young."
Heineken's Dos Equis has rehired Jonathan Goldsmith to reprise the Most Interesting Man in a new 60-second spot debuting on ESPN during the College Football Championship Game, concluding with the campaign's famous line. Creative teams reintegrated the original campaign's Western-themed instrumental music and other signature elements to recapture what was seen as the brand's earlier appeal. Le Pub, a Publicis Groupe-owned creative agency, was hired in May 2025 to help the brand resonate with today’s drinkers. Teams considered younger talent but determined consumers preferred an older figure with evident life experience. Heineken has faced weaker demand and lower-than-expected 2025 profits, and its CEO announced a May departure.
Read at Fast Company
Unable to calculate read time
Collection
[
|
...
]