After nearly a decade, Dos Equis® is bringing back The Most Interesting Man in the World® with the legendary rallying cry, “Stay Thirsty, My Friends®,” to reawaken a sense of curiosity, boldness, and story-rich living. The iconic advertising figure, portrayed by actor Jonathan Goldsmith, will make his highly anticipated return through a non-traditional, integrated campaign, debuting with a new :45 commercial airing during Monday night’s college football title-game broadcast. The original campaign (2006-2016) became a cultural phenomenon – popping up in memes, appearing on late night shows, and generating social conversation – which helped to more than triple the size of the Dos Equis brand. The character carved out a permanent place in popular culture, with more than half of beer drinkers today still associating the character with Dos Equis by just a photo alone*. The commercial is just the start of the next chapter of the brand’s “Stay Thirsty” platform, which embraces the belief that an interesting life is full of stories, best shared with friends over a beer (preferably a Dos Equis). People aren’t just thirsty for beer – they are thirsty for memorable experiences. The new campaign highlights that life is better when seeking out these adventures, culminating in the character’s iconic closing line: “I don’t always drink beer, but when I do, I prefer Dos Equis.”

“We knew the public thirst was massive: Our research found that 83% of people exposed to the original campaign wanted to see it return, and the old ads drove an incredible 97th percentile brand recall in recent testing,” Alison Payne, CMO, HEINEKEN USA commented “While this campaign has been off the air for nearly a decade, the love for The Most Interesting Man in the World never faded. That’s why we’re relaunching the ‘Stay Thirsty’ campaign to drive excitement among fans and inspire a new generation to be bold, be curious, and stay thirsty for new adventures. Because an interesting life is full of stories, ones that you will want to tell your friends about over a beer – preferably Dos Equis of course.”

While fans have requested The Most Interesting Man in the World’s return for years, Dos Equis felt the time was finally right. A recent Talker Research study confirmed that one-in-four Americans feel trapped in mundane routines. So rather than simply bring back a beloved character, Dos Equis created a narrative that demonstrates what the world looks like without someone inspiring us to Stay Thirsty – proving why we need him now more than ever. Beginning on January 8th, Dos Equis started to drop hints that The Most Interesting Man in the World could be returning, intriguing fans with a series of teasers showing a familiar figure – “The Least Most Interesting Man” – living a decidedly uninteresting life, painstakingly ironing dress socks and building ships in bottles. The innovative approach to his return was intentionally executed without any visible Dos Equis branding, relying on the iconic character, his legendary lines and signature music to signal to fans his imminent return.