How Dos Equis Said Goodbye to the “Most Interesting Man in the World”

After a successful 10-year campaign, Dos Equis announced last month the retirement of its popular, meme-inspiring "Most Interesting Man in the World" with a video ad that sent the suave, adventurous character (portrayed by Jonathan Goldsmith) to Mars. To celebrate the end of the campaign, the beer brand decided to host a series of auction-theme events to give fans a chance to win the character's most prized possessions from his "Coveted Collection"—many of which have appeared in the campaign's commercials since 2006.

Dubbed the "Coveted Collection Estate Auction Tour," Dos Equis kicked off the series on April 13 in New York, turning event venue 632 on Hudson into the character's luxury estate. Upon entering, guests were given fake branded money called "Dositas" for the auction. Attendees could earn more throughout the night by participating in various stations, which included a photo booth with live birds and an exotic food contest.

More than 25 items, including a tuxedo, Spanish guitar, and astronaut suit, are up for bidding at the auction tour, which will stop at cities including Austin, Houston, and Los Angeles through May 5. Fans can also participate in a digital version of the auction on the Dos Equis website for a chance to win prizes that include a trip to Mexico.

“Giving our fans the opportunity to possess artifacts the 'Most Interesting Man' collected throughout his extraordinary experiences is a perfect way to toast and commemorate this cultural icon,” said Andrew Katz, the brand's vice president of marketing, in a press release. “This is just another way of reminding our loyal fans to live like the Most Interesting Man, seeking culture and adventures, with a ‘Stay Thirsty’ mindset.”

Dos Equis also partnered with nonprofit the Impact Plan to have all proceeds from the events go toward two of the organization's charitable projects.