Millennials don’t think the new “Most Interesting Man in the World” is interesting enough—at least not to get them to buy Dos Equis. After replacing the “Most Interesting Man” with a younger actor, Millennial awareness and brand consideration has been volatile to say the least, not only dipping under Dos Equis’s usual levels but even diving below industry standards. In March, Millennials who’d consider purchasing the brand fell to a four-year low of 8%, spurring action from parent company, Heineken. They’re hoping their move to switch out their ad agency will put them back in the generation’s good graces. (YouGov)
