I don’t always enjoy nine years of the same marketing campaign, but when I do, it’s because Dos Equis does it right.

Jonathan Goldsmith, also known as the Most Interesting Man in the World, has been the iconic face of Dos Equis for almost a decade. After years of Goldsmith encouraging fellow beer drinkers to “Stay thirsty,” the beer company is saying goodbye to its famous spokesperson.

And of course, he has to go out with a bang. The company launched the final advertisement of Goldsmith’s campaign, which features him taking off on a one-way mission to Mars.

So, after nine years of a wildly successful campaign – the number of beer cases shipped by the brand increased 34.8 percent since 2007– why is Dos Equis sending off their legendary spokesman?

Continue reading to learn how your business can create interesting marketing campaigns.

If It’s Not Broke, Don’t Fix It

If your company is lucky enough to have a campaign that brings continued success over many years, use it to your advantage. Dos Equis’ Most Interesting Man, Nike’s Just Do It, and Dove’s Real Beauty are just a few examples of campaigns that have brought success for many years.

However, creativity is still essential. Use key slogans and spokespeople in a variety of different advertisements and PR campaigns. For example, Dos Equis has created a handful of commercials featuring the wild adventures of the Most Interesting Man in the World.

However, the company has also sent life-size cardboard cutouts of Goldsmith to bars and restaurants nationwide. Dos Equis is encouraging patrons to take photos with the cutout and share on social media using #AdiosAmigo. With Cinco de Mayo right around the corner, the timing is certainly not a coincidence.

By creating advertisements and interactive social media campaigns that align with current events, Dos Equis utilizes a familiar spokesperson and well-known tagline in creative ways to remain relevant to consumers.

But, Don’t Be Afraid Of Change

On the other end of the spectrum, change is always good. While The Most Interesting Man has brought Dos Equis enormous success, the brand is taking a creative risk by saying farewell to the spokesperson.

All PR pros know that one of the keys to success is staying current. Andrew Katz, VP of Marketing for Dos Equis, would agree. In a PR Week article, Katz states “It’s important for Dos Equis as a brand to evolve with our consumers and their changing attitudes and behaviors.”

Dos Equis is now a sponsor of the College Football Playoffs, hoping to reach a different audience in a new way. Key audiences and the way they consume media are always changing. It is crucial to be aware of these changes and adjust accordingly.

Learn how to stay on top with targeted branding in our Branding e-book