A new ad features the "Most Interesting Man in the World" challenging a man to eat a scorpion pepper. MIM does it with ease. His counterpart can't tolerate a small bite. When an attractive woman challenges MIM to eat another scorpion pepper, he eats two! Guests must have one hellluva release form to sign.
On April 27, Dos Equis is hosting "Mercado XX," a Cinco de Mayo party in New York City, with DJ Questlove providing entertainment. Havas New York created the campaign.