The World’s Most Interesting Advertising Story
When Dos Equis retired their old legendary face brand for a younger man, we all wondered why they would take such a risk with the sure thing they had in hand.
Then, we all wondered where the old man went…
Well, the mystery is solved !!!
Kicking Astral & Taking Dames
Beginning this summer, expect to see his Hemingway-esque persona expound over bottles of Astral. The tequila is an award-winning spirit managed by Davos Brands, a relative newcomer to the liquor world. It was established in 2014 by Svekda vodka founder Guillaume Cuvelier, acquiring a controlling interest in Astral just this year. Goldsmith’s partnership is their highest-profile branding move to date.
Given the success he had with Dos Equis, it’s a smart move for the small company. Goldsmith’s character and his massive online popularity are credited with a 34.8% boost in sales for the beer since 2007 – a huge increase, especially in the tough craft vs. mass beer market.
Watch his first Astral spot here:
Nothing Like The Original
As for his replacement over at Dos Equis? The younger French actor Augustin Legrand hasn’t made the same impact Goldsmith did, but perhaps that’s to be expected.
As Goldsmith says of the changeover:
It’s foolish to compare interesting – either you are, or you aren’t. There’s no secret to the recipe.