As of January 19, Dos Equis brought back its legendary, brand-centric character, the Most Interesting Man in the World.
The character, played by Jonathan Goldsmith, was introduced in 2006 as part of the brand’s ongoing ad campaign. He disappeared in 2016, with a brief reappearance in 2018. Eight years later, the beer company is officially bringing him back, better than ever.
Why He’s Being Brought Back
Goldsmith’s character was more than just the face of Dos Equis’ advertisements; he was a key differentiator for the company from other beer brands.
From avid beer drinkers to those under the legal drinking age, many people of all ages enjoyed the character for his self-assured personality, effortless charm, exaggerated stories, and consistent persona over the years. Even with his long hiatus, the Most Interesting Man in the World is still instantly recognized and remembered for his humor.
But why bring him back?
In a world crowded by boring marketing tactics and generic logos, this iconic, multi-generational-relevant character stands out. Plus, with the Most Interesting Man in the World already being recognized by much of the population, reintroducing the icon helps surface nostalgia and reinforce brand identity for the beer company, which essentially became “famous” for its dry-humored commercials starring Goldsmith.
Reimagining the Character in the Digital World
Instead of repeating old television ads, Dos Equis plans to revitalize its Most Interesting Man in the World character in line with today’s digital landscape.
According to Dos Equis’ parent company’s CMO, Alison Payne of Heineken USA, “It’s going to play a lot more in the social space. With the ‘I don’t always… but when I do, I prefer Dos Equis’ line, we can lean into whatever’s happening culturally. We now can play a much more active role.”
The company’s focus will be on optimizing the character for social media platforms, tapping into meme culture, integrating influencer participation, and creating multi-format digital content, which will help him survive in today’s tech-driven ecosystem.
Public Responses to the Change
People on X, formerly Twitter, are already pumped about the revival of the Dos Equis character, like this user:
The Dos Equis guy returning is not just an ad, it's a cultural reset. In a world of bland influencers, we needed the Most Interesting Man back. Legend.
— smv (@slimvnsn) January 20, 2026
Another user expresses confidence in Dos Equis’ character revival, stating that no other company could ever successfully come close.
It was fantastic campaign
— Deke Bridges (@dekebridges) January 20, 2026
because it was so memorable.
When other companies or
comedians copied it, they only
verified and amplified it's
success. @DosEquis has a
solid base.
A third user claims that the Most Interesting Man in the World character’s comeback is perhaps the best news we’ve received so far this year.
Return of the Dos Equis Most Interesting Man may be the first good news the Western world has had in 2026
— Brian Murphy (@knbrmurph) January 20, 2026
How Brands Can Successfully Pivot in a Digital-First Environment
The news surrounding Dos Equis’ revival of its seasoned spokesman, this time in step with today’s digital environment, is proof that brands don’t always have to market in a completely new way to stay relevant. Sometimes reimagining, refreshing, and evolving old tactics can work, too.
The Most Interesting Man in the World’s comeback also reiterates the importance of differentiating your brand from others’, keeping marketing elements culturally relevant, and leveraging nostalgia to capture a modern audience.Want to ensure your brand stands out in a digitally complex scene? Avenue Z can help you rejuvenate proven marketing tactics to captivate your target audience and drive measurable results.
Get in touch with Avenue Z today to future-proof your brand’s online campaigns.
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