Back to today’s briefing

Story perspectives

Dos Equis Revives 'Most Interesting Man' Campaign with Goldsmith

1/17/2026

35 4 Full Breakdown

Summary

Story summary

Dos Equis revives 'Most Interesting Man in the World' campaign after a decade.
The original actor Jonathan Goldsmith returns as the character who has lost his adventurous spirit, now dubbed the 'Least Most Interesting Man,' and 83% of viewers want him back.
The campaign launches January 19 during College Football National Playoff and uses social media plus traditional advertising to reach a new generation amid inflation and declining beer sales.

1 of 1

Story summary

Dos Equis revives 'Most Interesting Man in the World' campaign after a decade.
The original actor Jonathan Goldsmith returns as the character who has lost his adventurous spirit, now dubbed the 'Least Most Interesting Man,' and 83% of viewers want him back.
The campaign launches January 19 during College Football National Playoff and uses social media plus traditional advertising to reach a new generation amid inflation and declining beer sales.