Since launching their “Most Interesting Man In The World” campaign back in 2006, beer company Dos Equis saw it’s sales triple, proving the strength of effective advertising. The actor, real name Jonathan Goldsmith, became synonymous with the brand and inspired a lot memes in the process. According to the Hollywood Reporter, the company has decided to part ways with Goldsmith, and in doing so, will air his final commercial which will have him being sent on a one way trip to outer space.
The move to retire Goldsmith was not a singular one. THR also revealed that the 77-year-old actor is currently embroiled in a lawsuit with his former agency, which claims that he owes them unpaid commissions. “The actor has not paid his former agent 10 percent of his nearly $1 million-per-year work for Dos Equis.”
Dos Equis also revealed that they will be replacing him with another actor who is much younger but just as “interesting.”
Though the specific character played in TV ads by veteran actor Jonathan Goldsmith, 77, won’t be back, another equally interesting and likely younger man will take his place, Katz says. Dos Equis plans to revamp the popular commercials in order to keep their edge for a new generation of customers.
“Culture has changed very dramatically” since the commercials debuted, Katz says. “Our Millennial drinker has changed quite dramatically, and the competition has only exploded with the advent of craft (beer). We just want to make sure that the (Most Interesting Man) story evolves.”
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