{"id":10322,"date":"2026-01-18T12:58:03","date_gmt":"2026-01-18T17:58:03","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2026\/01\/18\/dos-equis-the-most-interesting-man-in-the-world-is-back\/"},"modified":"2026-01-18T12:58:03","modified_gmt":"2026-01-18T17:58:03","slug":"dos-equis-the-most-interesting-man-in-the-world-is-back","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/dos-equis-the-most-interesting-man-in-the-world-is-back\/10322\/","title":{"rendered":"Dos Equis\u2019 The Most Interesting Man in the World is Back"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Heather Taylor, Editor-in-Chief, PopIcon<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">2026 really <em>is<\/em> the new 2016.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Seemingly everyone has hopped on the viral 2016 trend of posting throwback photos and videos from a decade ago on Instagram and TikTok. It would appear this nostalgia isn\u2019t lost on brands either. Dos Equis announced on January 16, 2026, their iconic spokescharacter known as \u201cThe Most Interesting Man in the World\u201d is back to encourage and inspire the next generation to \u201cStay Thirsty.\u201d<\/p>\n\n\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2026\/01\/dos_equis_most_interesting_man_in_the_world_returns.png\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Your esteemed writer was there when <a href=\"https:\/\/popicon.life\/13-biggest-brand-mascot-stories-2016\/\" target=\"_blank\" rel=\"noopener\">The Most Interesting Man in the World retired in 2016<\/a>. Let\u2019s take a trip back to his grand send-off into retirement, the next successor of \u201cThe Most Interesting Man\u201d title, and what we know about the return of the icon a decade later.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>2016: Dos Equis and the &#8220;Mission To Mars&#8221;<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Life was simpler, if not straightforward enough, for brand mascots in 2016. The Energizer Bunny enjoyed a reloaded comeback, the M&#038;M\u2019s spokescandies celebrated their 75<sup>th<\/sup> anniversary, and StarKist\u2019s Charlie the Tuna was playfully swimming into election season as an alTUNAtive political candidate. The Most Interesting Man in the World made headlines twice in the same year for his retirement and successor reveal.<\/p>\n\n\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Dos Equis  &quot;Mission To Mars&quot;\" width=\"1240\" height=\"698\" src=\"https:\/\/www.youtube.com\/embed\/79cw6K0AjIg?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n<p class=\"wp-block-paragraph\">After a wildly successful 10 years as one of advertising\u2019s most legendary figures, The Most Interesting Man in the World bid planet Earth farewell in March 2016 for a one-way trip to Mars.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">His departure, as Heineken was quick to note, did not mean the iconic campaign was over. Rather, it was then-described as \u201c<a href=\"https:\/\/www.heinekenusa.com\/newsroom\/our-stories\/most-interesting-man-world-departs-one-way-mission-mars\" target=\"_blank\" rel=\"noopener\">evolution<\/a>\u201d with the understanding that his story was simply too big to exist within the confines of one man.<\/p>\n\n\n\n\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Meet the New Most Interesting Man in the World.\" width=\"1240\" height=\"698\" src=\"https:\/\/www.youtube.com\/embed\/xO0kvoGKG-E?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">?si=p8xFmgmqlzvgkZ8x<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As actor Jonathan Goldsmith exited the role, newcomer and French actor <a href=\"https:\/\/popicon.life\/will-new-interesting-man-world-next\/\">Augustin Legrand<\/a> stepped up. Legrand was tapped by Dos Equis the same year to become the spokescharacter\u2019s new face. He even received a modified tagline, \u201cStay Thirsty, Mis Amigos.\u201d<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>2026: &#8220;At Long Last, He&rsquo;s Back&#8221;<\/strong><\/h2>\r\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2026\/01\/dos_equis_most_interesting_man_in_the_world_returns_3.jpg\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">What has The Most Interesting Man in the World been up to since he was last seen heading to Mars? Will he be able to regale audiences with tales of Martians? Not quite.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The new spot reveals the icon went to Mars and promptly made a safe return to earth. Then, he hit his head while exiting the reentry space capsule. For the last 10 years, he doesn\u2019t remember\u2026 anything. For the first time ever, he has turned into a rather uninteresting retiree.<\/p>\n\n\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"At long last, he&amp;apos;s back.\" width=\"1240\" height=\"698\" src=\"https:\/\/www.youtube.com\/embed\/QhNWMHbltBY?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n<p class=\"wp-block-paragraph\">What better to jog his memory bank than an ice-cold bottle of Dos Equis stuffed in the back of the garage fridge? Just seeing the familiar logo emblazoned on the green bottle is enough to remind him of his epic adventures and the <em>very<\/em> interesting man he used to be and still is today.<\/p>\n\n\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2026\/01\/dos_equis_most_interesting_man_in_the_world_returns_2.jpg\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">New and old fans alike can expect to see the bon vivant dabbling in everything from chasing tornados to stumping magicians in upcoming commercials. In a press release, Dos Equis even teased the next major chapter of the character\u2019s story will be unveiled during a January 25th NFL broadcast.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">We don\u2019t always get the chance to live through a landmark time like 2026, but when we do we know it\u2019s shaping up to be The Most Interesting Man in the World\u2019s year.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Image Credits: Dos Equis and HEINEKEN USA<\/em><\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>About the Author<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Heather Taylor is the senior writer and editor-in-chief of PopIcon, Advertising Week\u2019s blog about brand mascots. Got a pitch on brand mascots or want to wax nostalgic about characters? Drop her a line at <a href=\"mailto:howveryheather@gmail.com\">howveryheather@gmail.com<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dos Equis announced on January 16, 2026, their iconic spokescharacter known as \u201cThe Most Interesting Man in the World\u201d is back to encourage and inspire the next generation to \u201cStay Thirsty.\u201d<\/p>\n","protected":false},"author":7,"featured_media":10323,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-10322","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Dos Equis\u2019 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