After nearly ten years, it was time for Dos Equis to bid farewell to a beloved advertising icon: The Most Interesting Man in the World. We needed a legendary, multi-platform send-off fit for a man of his magnitude – and it would need to appease the millions of fans who still loved him in order to avoid public backlash.
To "de-launch" the Most Interesting Man in the World, we created a carefully orchestrated campaign comprising TV, PR, social media, radio, OOH and live activations that encouraged fans to deeply engage with the brand. First, we released the Most Interesting Man's final video online, alongside an on-call social media response center to answer fans’ questions and provide exclusive content. In tandem, we worked with renowned publication Rolling Stone to create the first-ever cover takeover. This chapter of the story ended on Cinco de Mayo, as we honored the Most Interesting Man by giving away his most prized possessions through our website and at epic parties across the country. Each activation made it clear that the brand respected the Most Interesting Man and honored fans' adoration over the years.