The Return of the Most Interesting Man

Rather than simply bringing back a beloved character, Dos Equis will create a narrative that highlights just how mundane the world becomes without someone inspiring us to “Stay Thirsty.” The campaign will demonstrate the "why" behind the MIM's importance – seeing him be less interesting makes audiences crave his victorious return while telling the story of why he was gone for so long in a satisfying way.

Starting Thursday, January 8, Dos Equis will launch an intriguing teaser phase showing a world where the Most Interesting Man has lost his spark. The campaign demonstrates the "why" behind his importance – seeing him be less interesting makes audiences crave his victorious return while telling the story of why he was gone for so long in a satisfying way.
When planning his return, Dos Equis looked to some fellow luminaries and past heroes for inspiration - individuals that reinvented themselves or attempted to do something outside their usual norms, altering their “personas” that made audiences sit up and pay attention…think Michael Jordan leaving basketball to play professional baseball or Superman turning bad.

On January 19, during the College Football Championship game, Dos Equis will unveil a new 60-second spot that reveals the truth. The hero spot shows how the Most Interesting Man regains his memory and returns to his former glory with one sip of Dos Equis, the most interesting beer in the world.
To celebrate his return, the Most Interesting Man will host an epic “sailgate” to the Championship game with friends from all walks of life, proving that interesting moments bring people together.
We can share more information about the “sailgate” attendees closer to the date.
The Future of Stay Thirsty;

Now that the Most Interesting Man has officially returned, fans can expect to see a lot more of him throughout 2026 and beyond as Dos Equis’ new "Stay Thirsty" platform brings interesting, story-rich moments to life. The next chapter of his bold new adventures will unfold during the NFC Championship Game broadcast January 25. Fans will see the Most Interesting Man chasing tornadoes, stumping magicians and inspiring a new generation of friends to Stay Thirsty.

Why the Return:
In a recent survey, Dos Equis found that 84% of consumers exposed to the original Most Interesting Man campaign want to see it back, with 82% agreeing there's nothing comparable in the category today.
People today are thirsty for more. More than a quarter (27%) of Americans feel they've fallen into a mundane routine and live a bit of a boring life. There is a desire to break from the predictable, reaching for experiences that fuel more story-rich lives (Talker Research/New York Post, 2024).
Uniting consumer demand with the state of the world and Dos Equis' brand belief that an interesting life is full of rich stories, the brand is bringing back the legendary Most Interesting Man to reawaken a sense of curiosity, boldness, and story-rich living.
This reintroduction responds to demand for fun while going beyond nostalgia through innovative, social-first storytelling.
The History:
In the mid-2000s, Dos Equis sales were solid, but the brand was one of many in the sleepy import category. Dos Equis needed to differentiate itself – which is where the Most Interesting Man came in.
Countering industry standards, the Most Interesting Man was an older, sophisticated, aspirational gentleman who had lived the most outlandish life and had the most interesting stories to tell. His legendary closing line at the end of each spot – "I don't always drink beer, but when I do, I prefer Dos Equis" – took the world by storm. The tagline stood out as an innovative and authentic approach, becoming the first brand to acknowledge that people don't only drink their product.
The campaign successfully ran for 10 years and helped more than triple the size of the Dos Equis brand (HEINEKEN USA Internal Sales Volume), with the Most Interesting Man becoming a cultural phenomenon and pop culture reference. He appeared in memes, SNL jokes, parodies, and became part of the cultural lexicon.
The iconic character was sunset in 2016, but the brand never lost sight of that bold spirit, and "Stay Thirsty" continues to be a major part of the Dos Equis ethos today.