The music sounds the same, and so does the voiceover. But Dos Equis' first round of ads without Jonathan Goldsmith playing the Most Interesting Man will take a decidedly new turn as the brew transitions this summer to its next campaign chapter.
Dos Equis will not unveil its next Most Interesting leading man -- or woman -- until late summer/early fall in conjunction with its new College Football Playoff sponsorship. In the meantime, ads are starring a couple of fill-ins: TV star and sportscaster Erin Andrews and actor Luis Guzman, who is known for often playing sidekicks.
The two celebrities will be featured in digital ads this summer that plug an "interesting index." Viewers are asked to visit a website where they can discover their interesting ranking. The index is derived from an algorithm that scrubs a person's Facebook data to determine scores for originality, thirst for knowledge, worldliness and sense of adventure.
In separate TV ads the imported beer will plug a new package design aimed at highlighting the brew's Mexican heritage as it enters its 120th anniversary next year. While the spots seek to educate drinkers on the new bottles and cans, they also tease forthcoming news about the Most Interesting Man's evolution.
Executives at brand owner Heineken USA remain mum on how they will replace Mr. Goldsmith. The actor made his final appearance for Dos Equis in a spot that debuted in March that showed him making a one-way trip to Mars. When quizzed about the coming new approach, Dos Equis Brand Manager of Marketing Andre Woldt said: "All I can say is that there is a new era of interesting on the horizon. That's as much as I can say for now."
The brand is sticking with Havas Worldwide New York as its creative agency.
Ms. Andrews' role appears to be temporary. Mr. Woldt confirmed she will not take over for Mr. Goldsmith. Neither will Guzman, the brand confirmed.
In the digital ads, the celebs do not repeat the Most Interesting Man's famous catchphrase, "I don't always drink beer, but when I do, I prefer Dos Equis." Ms. Andrews instead says, "I can drink beer with the best of them, and when I do, I choose Dos Equis."
The new package design is most apparent on cans, which display the brand's familiar red double X's vertically, rather than horizontally. The X's are shown bolder on cans and bottles.
Read the full story on Dos Equis' evolution on Adage.com.