The Most Interesting Man in the World is heading into space, Dos Equis’ equivalent of riding him into the sunset. But don’t dismay, the brewer plans to bring in a younger successor.

Cuba imports cigars from him. Mosquitos refuse to bite him purely out of respect. In museums, he is allowed to touch the art. He lives vicariously through himself. He once had an awkward moment, just to see how it feels. When it is raining, it is because he is thinking of something sad. His business card simply says “I’ll call you.” And he has won the lifetime achievement award … twice.

He is the Most Interesting Man in the World, and he is beginning a new journey that will eventually see the character retired, at least this incarnation of him anyway.

A new series of commercials from brewer Dos Equis has actor Jonathan Goldsmith heading on a one-way trip to Mars. The commercials, to be released over the next few months will end the 77-year-old Goldsmith’s run as the beer’s enviable mascot. But Dos Equis is planning to bring in someone younger to take on the role. But who replaces the Most Interesting Man in the World?

“Culture has changed very dramatically” since the commercials debuted, Andrew Katz, VP of marketing for Dos Equis, told USA Today. “Our Millennial drinker has changed quite dramatically, and the competition has only exploded with the advent of craft (beer). We just want to make sure that the (Most Interesting Man) story evolves.”

Indeed, the almost nine-year run of the commercials has done wonders for the bottom line of the company, launching it from a relatively unknown Mexican beer to huge popularity synonymous with one of TV’s best catch phrases. The actor and the “I don’t always drink beer, but when I do, I prefer Dos Equis” line has spawned thousands on memes, and each new commercial always seems to have something interesting to say about the man, the myth, the legend.

Goldsmith said that he believes the character has succeeded because it “made millions of people smile over these many years. There is a real connection with the fun and authenticity of the character, which I portray with the same joy and passion that is part of my own life.”

Dos Equis isn’t saying much about the future of the ads, or who will replace Goldsmith, but it is likely the campaign could conclude around Cinco de Mayo, when the company plans to start sending out cardboard cutouts of Goldsmith to retailers, allowing fans photos ops with the character.

But, the new campaign has been in the works for some time, with the ad agency Havas already spending more than a year and a half planning what to do next with the signature character. Jim Hord, Havas’ executive creative director, said the transition could be difficult.

“I think people see the character and Jonathan as the same person,” he said. “Hopefully as we evolve the campaign, they’ll get over that.”

Source: USA Today

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