New York
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Dos Equis is reviving its well-known “The Most Interesting Man” promoting marketing campaign after a decade in an effort to show across the beleaguered model.
Sales of the Heineken-owned Mexican lager dropped final 12 months, mirroring a broader business decline as drinkers devour much less beer. Executives hope the once-popular marketing campaign will reignite curiosity within the almost 130-year-old model.
“The beer category as a whole has had a tough time,” stated Alison Payne, chief advertising and marketing officer of Heineken USA. But throughout the 10 years of the marketing campaign, which launched in 2006, Dos Equis’ quantity tripled, so “we have high hopes that this will spark sales.”
The marketing campaign first premiered 20 years in the past and have become a popular culture sensation. The advert impressed parodies on “Saturday Night Live” and made the actor, Jonathan Goldsmith, a recognizable face. He’s returning to the role in a 60-second ad that debuts Monday throughout the College Football Championship on ESPN.
Dos Equis may use the eye. For the total 12 months of 2025, retail sales dropped 8%, far worse than its rivals Modelo and Corona, which each slipped 2%, in line with NIQ knowledge offered to NCS from Bump Williams Consulting.
The Mexican import can be coping with the repercussions of President Donald Trump’s immigration crackdown. Many Latino shoppers, each authorized and undocumented, are scared of going out to shops or holding large celebrations. The sales drop can be affecting rival Corona.
“There are clearly still some pressures in place in the form of ICE and immigration enforcement that have impacted the shopping behaviors of select consumers, and that pressure does not appear to be letting up as we head into this new year,” stated Dave Williams, president of Bump Williams Consulting.
Payne instructed NCS “it’s been a tough time” for Dos Equis because it skews closely torward the Hispanic shopper, however stated that weak shopper confidence and inflation is hurting all Heineken manufacturers.
Heineken, which additionally brews Amstel and Birra Moretti, minimize its monetary steering twice final 12 months as drinkers reduce on shopping for beer due to the upper value of residing. The firm expects its revenue to fall when it releases its full-year earnings in February.
This week, the brewer introduced the shock resignation of CEO Dolf van den Brink after six years within the place, signaling bigger troubles for the Amsterdam-based firm. A alternative wasn’t instantly named.
Heineken is a smaller participant within the United States in comparison with Budweiser and Molson Coors. Retail sales of the Heineken household of manufacturers declined 9% within the US final 12 months, in line with NIQ knowledge, Williams stated. Heineken 0.0, its non-alcoholic model, was the one Heineken-owned beer to register development.
However, Payne hopes that bringing again a well-recognized face may assist Dos Equis preserve or develop market share.
“When we say we retired the most interesting man, it actually didn’t disappear from the cultural conversation at all,” she stated, noting that the youthful technology is acquainted with him due to the memes the advert has spawned.
Williams praised the unique marketing campaign, however instructed NCS that he questions if there’s “enough nostalgia among current and lapsed” drinkers to revive Dos Equis to a management place in what has turn out to be a much more aggressive Mexican import class.
“That said, there is clearly a sizable pool of Mexican import consumers across the country and if this campaign can be leveraged to start rebuilding their brand awareness among consumers as an alternative to current competition… then that is certainly a step in the right direction toward clawing back at their share of the category,” he added.