Slumping Dos Equis Gets Back With Its Ex
He makes index funds feel sexy. He looks cool wearing a VR headset. Chatbots ask him for advice. He’s “The Most Interesting Man in the World,” and he’s back to sell you beer after a 10-year break.
In a bid to boost sagging sales, Mexican lager-maker Dos Equis formally announced yesterday that it’s reviving its iconic ad campaign with a commercial during the College Football Championship on Monday. Store displays and social media campaigns are also in the works.
Person of interest: The original actor, Jonathan Goldsmith—now 87—will reprise his role, but things will look a little different this time. The company hopes to double down on some of the viral magic that made Goldsmith a meme in the first place through store displays, live events, and his own LinkedIn page. According to Dos Equis’s parent company Heineken USA:
- Dos Equis’s brand size tripled during the original ad campaign’s 10-year run.
- 83% of people exposed to the old ads wanted them to return, according to the company’s research.
But consumers haven’t been particularly thirsty, my friends: It’s been a rough year for the beer industry, due to higher prices, weight loss drugs, and changing tastes. Things were especially dry at Dos Equis, where sales dipped 8% in the US in 2025, per a Bump Williams Consulting analysis of NIQ data.—BC
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