Matt Saltzstein
VP Brand Marketing at Heineken responsible for Dos Equis, Tecate, and Red Stripe brands; speaks about brand strategy, consumer insights, and the decision to relaunch the Most Interesting Man campaign.
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Mar 8, 2026 • 40min
Dos Equis' Most Interesting Man In the World is back. We talk about why
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.
