Dive Brief:

• Beer brand Dos Equis has ended the wait for replacing its “most interesting man in the world” commercial spokesman, according to Media Post.
• The new "most interesting man" is Augustin Legrand, a 41 year-old French actor who speaks both English and Spanish, which could help the brand reach younger and Hispanic demographics. The new character is “edgier,” “rough-and-tumble” and “more daring,” according to Media Post. 
• The campaign will roll out with interactive elements combining TV and social media to get viewers engaged, including Snapchat interactions — a curious choice given that a large portion of Snapchat’s user base is younger than the legal drinking age. The campaign will launch in October. 

Dive Insight:

Recognizable spokespeople and mascots have long been used by brands in advertising, but creating your own character is always a safer move for brands. Think of "Flo" from Progressive Insurance, "Lily" for AT&T, and "Jan" for Toyota. These characters are recognizable symbols of the brand, but come with less risk than an endorser whose real-life actions can come under scrutiny. 

Brands that use celebrities to represent them can face potential fallout, such as Olympic swimmer Ryan Lochte losing all of his sponsors after a controversy in Rio. Most famously, Subway’s long running face of the franchise, Jared, was charged and convicted of child pornography last year, causing a brand crisis for the fast food chain. If actress Stephanie Courtney (who plays "Flo" for Progressive) found herself in a controversy, Progressive has a level of distance to say Courtney and Flo aren’t the same person.