Dive Brief:
- TV star and sportscaster Erin Andrews and actor Luis Guzman will both star in Dos Equis' digital ads running this summer. The brand has yet to unveil its replacement for the Most Interesting Man following original actor Jonathan Goldsmith's departure in March.
- Dos Equis will reveal the new Most Interesting Man in late summer or early fall, coordinated with a massive campaign for the brand's new sponsorship of the College Football Playoff.
- The brand's 120th anniversary will also see a refreshed logo and packaging. Dos Equis said TV commercials will rollout on June 13. Packaging efforts will begin in July.
Dive Insight:
When Dos Equis announced its new direction for the Most Interesting Man campaign in March, the brand said it would be modernizing the concept and actor choice while retaining certain iconic elements. The brand told Ad Age it will retain elements of continuity as Dos Equis makes the shift to a new actor.
While Erin Andrews is not the official permanent replacement, her presence does question whether the Most Interesting Man could become the Most Interesting Woman. Women drink about 32% of craft beer, which is outpacing growth of the larger domestic beer segment, according to the Brewers Association.
Other alcohol brands have turned to female spokespeople in an effort to represent the diversity of drinkers and appeal to women and millennials. Most notably, Mila Kunis, who has represented Jim Beam since 2014 and was the first female spokesperson for a bourbon brand, Jim Beam said.
Beer brands haven't had many female spokespeople. In fact, beer marketers have been in trouble for alleged objectification of women. But Jorn Socquet, Anheuser-Busch InBev’s vice president of marketing for the U.S., told Bloomberg in November that that is changing.
If Dos Equis were to make the leap to Most Interesting Woman, it could open doors for the brand and beer industry in terms of welcoming female drinkers.