Dos Equis used the slogan and advertising character “The Most Interesting Man in the World.”
The campaign presented an exceptionally worldly, adventurous older man whose exaggerated achievements were narrated in a serious tone. Its recurring closing line, “I don’t always drink beer. But when I do, I drink Dos Equis,” made the character closely associated with the Mexican beer brand.
The campaign began in 2006 and starred actor Jonathan Goldsmith. It became notable for humorous television commercials, print advertisements, and internet memes built around the character’s impossible-sounding biography.
The character was retired from the brand’s U.S. advertising in 2016, when Dos Equis introduced a younger replacement. That change sometimes causes confusion about whether the slogan belonged to a current spokesperson or to the brand’s earlier campaign. Dos Equis itself is a Mexican beer brand produced by Cervecería Cuauhtémoc Moctezuma.