In an evolution of its “Most Interesting Man” campaign, Dos Equis will advertise that “interesting” is not limited to just one man — everyone can be interesante.

The “Keep it Interesante” campaign aims to drive home the creative edge the brand is known for, the company says, while helping fans bring irreverent stories to life. The campaign kicks off in March with TV commercials and will be brought to life across social media, digital activations, retail, OOH, and at some of the country’s biggest events and cultural moments throughout the summer.

“We’re asking [consumers] to crank up their interesting by telling a better version of the truth – adding that extra something to take their stories from dull to dazzling, whether it’s in an Instagram post or a tale told over an ice-cold Dos with friends,” says Quinn Kilbury, senior brand director at Dos Equis.

Fully integrated on- and off-premise activation will engage shoppers with occasion POS, a custom augmented reality experience, impactful retail theater, sampling events, channel partnerships, and rebate offers (where legal). With the objective of driving Dos Equis volume, increasing share of cans during summer outdoor occasions, and recruiting new drinkers, retailers will see a significant level of support for the new campaign to boost sales and profits.

“Keep it Interesante” launches at an opportune time for Mexican imports and Dos Equis, the company says: Mexican imports continue to show strong growth in all channels.