The 'Coveted Collection' is an auction run by beer brand Dos Equis that makes it possible for fans to get their hands on the personal possessions of The Most Interesting Man in the World.
Recently, Dos Equis released a commercial saying goodbye to its Most Interesting Man in the World character, who has become an icon of the brand. The sendoff announced his one-way journey to Mars and now, all of his earthly belongings are being auctioned off through the Coveted Collection. This includes exotic items that celebrate memorable moments in The Most Interesting Man in the World's adventures.
Beyond its digital existence, the Coveted Collection campaign will be brought on a tour to six cities.