Dive Brief:
- Dos Equis' new Most Interesting Man in the World (MIM) made his official debut on Wednesday: Augustin Legrand, who the brewer says represents a "contemporary twist to the legendary character," according to a statement from the company.
- French actor Legrand replaced Jonathan Goldsmith, who stepped down from his iconic role earlier this year.
- Legrand's first line in his new role is spoken in Spanish, in conversation with a bartender, which seems more along the lines of the brand's name. The decision was likely a nod to the growing U.S. Hispanic population that makes up a larger percentage of beer drinkers than when Goldsmith assumed the role.
Dive Insight:
According to statements from the brand referenced by AdWeek, Legrand's version of MIM will reminisce less about impressive memories, as Goldsmith's character did. Instead, the brand will focus on Legrand as more about hands-on action and adventure like the well-known James Bond character — and he's even a sports fan.
Dos Equis likely derived the new MIM to embody these characteristics because they appeal to millennials. Not only are millennials a coveted beer drinking population, but Dos Equis is also launching its new sponsorship of the College Football Playoff on ESPN this fall. That sponsorship coincides with the new MIM campaign's debut, so the action and sports-loving Legrand will likely play a significant role in Dos Equis' marketing plans for the sponsorship.
Still another carefully designed element of the new MIM campaign is social integration with Snapchat. The social media channel is another element of engagement that food and beverage manufacturers, from Bud Light and Coca-Cola to Mondelez, have embraced to reach younger consumers. The campaign will include a national lens available for October's College Football Game Day.
It's never easy for a brand to relaunch such an iconic campaign with a new actor and angle. But every decision Dos Equis has made here is entirely audience-specific, particularly for millennials and Hispanics. The only thing missing? The Most Interesting Woman in the World. She has yet to make more than a brief appearance, even though female beer drinkers are becoming an increasingly popular market for brewers.