Jonathan Goldsmith, the actor who played Dos Equis' "Most Interesting Man in the World" is once again selling alcohol, but this time for Astral Tequila. In a short teaser video Goldsmith references his old gig by saying, "I told you. I don't always drink beer." Like in his Dos Equis ads the actor is dressed sharply and surrounded by beautiful women. Even the background music sounds the same.
Apparently the Astral Tequila Jonathan Goldsmith ad didn't cross any lines, this according to Ad Age. The campaign has just been officially announced, though, and it remains to be seen if future spots will toe the same line. If anything the new Astral Tequila spots are proof of just how popular Goldsmith was in his old role, one now occupied by French actor Augustin LeGrand.
Why This Trend Is Growing
- Revival of Pitchmen
- Opportunity for brands to revive iconic pitchmen to create nostalgia and attract attention in their advertising campaigns.
- Celebrity Endorsements in Alcohol Industry
- Disruptive innovation opportunity for alcohol brands to collaborate with well-known celebrities to create buzz and increase brand recognition.
- Cross-promotion of Brands
- Opportunity for brands to leverage the popularity of an iconic character or spokesperson from one product category to promote a different product category, thereby expanding their customer base.
Industries Being Reshaped
- Alcohol
- Disruptive innovation opportunity for alcohol brands to collaborate with well-known celebrities to create buzz and increase brand recognition.
- Advertising
- Opportunity for advertising agencies to revive iconic pitchmen and create attention-grabbing campaigns for brands.
- Entertainment
- Opportunity for entertainment industry to cross-promote different products and leverage the popularity of iconic characters or actors to attract audience.
