After nearly ten years, it was time to bid farewell to a beloved advertising icon: The Most Interesting Man in the World. But how do you say goodbye to someone millions of fans still love while avoiding a potential consumer backlash?
In order to effectively reach and engage with a millennial male demographic, we launched the campaign in social first, with unique, targeted creative assets. This allowed us to sustain authentic conversations and assure fans that the Dos Equis brand identity would remain interesting throughout the campaign. Partners across media, creative, strategy, and PR camped out in a war room to monitor consumer trends and disseminate real-time responses to guide fans through a narrative journey – from accepting the Most Interesting Man’s departure to celebrating his legacy on Cinco de Mayo.