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By Doug Zanger, Americas Editor

March 9, 2016 | 3 min read

For years, we were encouraged to “stay thirsty, my friends.” Now, Jonathan Goldsmith, and “The Most Interesting Man in the World,” character representing the Dos Equis brand, is bidding adieu — or, in this case, “adios” — to the ad world as he (the character, not Goldsmith) heads out on a one-way mission to Mars.

The latest spot, created by Havas Worldwide (Euro RSCG originally created the campaign before they were acquired by Havas), shows the iconic character interacting with some of the co-stars of the long-running campaign as he makes his way to the rocket that blasts him into outer space.

“Mission to Mars” launched today and the full 60-second spot will exclusively air tomorrow (March 10) during the Cleveland Cavaliers and Los Angeles Lakers NBA game on TNT.

It will also continue to live as a social campaign leading up to Cinco de Mayo, a traditionally popular beer-drinking holiday in the US. Fans also have an opportunity, in early April, to win some of The Most Interesting Man’s stuff — including his tuxedo to his last Masquearde, his Spanish guitar and matching mariachi suit.

Though the Goldsmith version of the character will be no longer, the beer brand will continue the campaign idea and likely introduce a newer, younger man to carry the “interesting” flame.

“From superheroes to superspies, our fans are accustomed to and enjoy different takes on the same character. We know ‘The Most Interesting Man in the World’ will continue to endure and grow, as the character’s story is bigger than one individual,” said Andrew Katz, VP of Marketing for Dos Equis, owned by Amsterdam-based Heineken (the brand is imported by Heineken USA). “Stay Thirsty isn’t just a tagline – it’s a mindset Dos Equis embraces daily to connect with our consumer and inspire everything we do.”

The quirky campaign hasn’t just broken through to gain mindshare — especially among millennials — it has legitimately sold a lot of beer, with the Dos Equis business nearly tripling since 2007. Imported beers are also helping the cause as, according to USA Today, imported case sales improved by 9.7 per cent.

Despite all of the positives, Goldsmith is embroiled in a nasty legal spat with his talent agency, who claims the actor failed to pay commissions from the popular ads. A breach of contract lawsuit was filed by Gold Levin Talent, adding that Goldsmith was "a relatively unknown actor, with little talent and few credits to his name" before landing the Dos Equis role.

As for the next evolution of the character and campaign, it’s anyone’s guess. But I’m putting a fiver on James Franco. Any takers?

Dos Equis Heineken

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