Dos Equis announces new 'most interesting man in the world'
- Beer brand Dos Equis has ended the wait for replacing its “most interesting man in the world” commercial spokesman, according to Media Post.
- The new "most interesting man" is Augustin Legrand, a 41 year-old French actor who speaks both English and Spanish, which could help the brand reach younger and Hispanic demographics. The new character is “edgier,” “rough-and-tumble” and “more daring,” according to Media Post.
- The campaign will roll out with interactive elements combining TV and social media to get viewers engaged, including Snapchat interactions — a curious choice given that a large portion of Snapchat’s user base is younger than the legal drinking age. The campaign will launch in October.
Recognizable spokespeople and mascots have long been used by brands in advertising, but creating your own character is always a safer move for brands. Think of "Flo" from Progressive Insurance, "Lily" for AT&T, and "Jan" for Toyota. These characters are recognizable symbols of the brand, but come with less risk than an endorser whose real-life actions can come under scrutiny.
Brands that use celebrities to represent them can face potential fallout, such as Olympic swimmer Ryan Lochte losing all of his sponsors after a controversy in Rio. Most famously, Subway’s long running face of the franchise, Jared, was charged and convicted of child pornography last year, causing a brand crisis for the fast food chain. If actress Stephanie Courtney (who plays "Flo" for Progressive) found herself in a controversy, Progressive has a level of distance to say Courtney and Flo aren’t the same person.