NEW YORK: Dos Equis, the beer brand, is seeking to maximise the payback delivered by a unique "media moment" in the run up to Cinco de Mayo, as the brand retires the current "Most Interesting Man in the World".

Ryan Thompson, Brand Director/Dos Equis, discussed this subject at the Brand Strategy Conference, an event convened by the Global Strategic Management Institute (GSMI).

"We've just retired the 'Most Interesting Man in the World'," he said. (For more, including further details about the brand's strategy, read Warc's exclusive report: Dos Equis bids farewell to the "Most Interesting Man in the World".)

More specifically, the brand's iconic figurehead – played by actor Jonathan Goldsmith – is being sent on a one-way mission to Mars. And that decision has generated significant media interest.

"We're leveraging this big media moment; we're creating a lot of buzz and excitement around the brand leading in to the Cinco de Mayo holiday," Thompson said.

Alongside ramping up the narrative with content items, the story has attracted major organic coverage as it marks the final voyage of a much-loved brand character.

"We've got an amazing response from media. We're the first brand to have the cover of Rolling Stone," Thompson told the GSMI attendees.

Consequently, the marketing effort supporting the last adventure of Dos Equis's current spokesman – who has been a fixture of its communications for several years – has rapidly beat its target for impressions.

"Our goal was one billion by Cinco. Within 12 hours, we had one billion; [after] 24 hours, we had two billion," said Thompson. "So this is a momentous occasion. And it's all focused in to our Cinco de Mayo holiday."

Looking forward, he suggested that the evolution of the "Most Interesting Man" program would borrow from the Hollywood playbook.

"The campaign will evolve. Much like Batman, much like Mad Max, and James Bond, the character is ever-present, but the guy who plays it has just moved on," Thompson said.

"The good news is that we may have someone else in mind for this role. And we may be putting it on television later this year. Stay tuned."

Data sourced from Warc