On Strategy Showcase Dos Equis' Most Interesting Man In the World is back. We talk about why
6 snips
Mar 8, 2026 Jim Curtis, CCO at LePub, who led the creative relaunch, and Matt Saltzstein, VP Brand Marketing at Heineken, who steered the brand strategy, discuss Dos Equis' return. They cover why the Most Interesting Man comes back, balancing archive assets with fresh social-first work, testing consumer recognition, and casting choices like Jonathan Goldsmith and Will Lyman.
AI Snips
Chapters
Transcript
Episode notes
Strong Brand Love But Weak Top Of Mind
- Dos Equis had strong brand equity but low recent top-of-mind awareness despite being ~10th in mindshare.
- Matt Saltzstein found share flat ~1% and concluded the brand needed to reawaken awareness to recruit new generations and re-engage Gen X.
Campaign Drift Hid The Brand Essence
- The campaign drifted because attempts to evolve the idea lost sight of the brand's core 'interesting' essence.
- The team discovered through brand work (with Eat Big Fish) that the essence had eroded and needed sharpening before relaunch.
Remix Distinctive Assets Instead Of Replacing Them
- Start with existing distinctive assets and remix them for today's context instead of wiping everything clean.
- Jim Curtis prioritized the man, the one-liners, Will Lyman's voice and the music, then modernized delivery for social and culture.