Dos Equis' new "interest": ESPN college-football partnership

Stephen Whiteside

Dos Equis made headlines earlier this year with its decision to send the "Most Interesting Man in the World" – the beer brand's mysterious, charismatic figurehead since 2007 – on a one-way trip to Mars.

In moving on from that iconic campaign, the Heineken-owned brew is planning to cast a new leading man in this role, alongside striking a more millennial-pleasing tone in its messaging. And a clue about the potential direction of these future marketing plays comes in the form of a "multi-year" agreement, signed with broadcaster ESPN, to become the "Official Beer Sponsor" of the NCAA's College Football Playoff (CFP).