WHITE PLAINS, N.Y. -- Dos Equis, a leading premium Mexican beer brand in the United States, has announced the details of the Most Interesting Summer program that will launch in retail and on-premise accounts in June.
Designed to complement the style of the Most Interesting Man in the World, Dos Equis will challenge legal-drinking-age, socially active men to take their summer experiences to new levels. Weekly and monthly challenges, ranging in complexity, will run throughout the summer inviting participants to up their game and submit video or photo documentation of their adventures for the chance to win a variety of prizes including an excursion to the Yucatan.
"Dos Equis drinkers approach each day with a thirst for adventure," said Ryan Thompson, brand director for Dos Equis at Heineken USA. "They welcome any challenge and demonstrate consistently higher participation in outdoor activities from scuba diving to hiking and marathons. Our Most Interesting Summer program leverages their passion by offering a variety of weekly and monthly challenges that will keep them engaged with Dos Equis throughout the summer. The program also taps into their propensity for social media by inviting them to post their photo or video challenge submissions to Instagram for the chance to win one of 80 weekly prizes and three monthly grand prize trips."
Program activation, led by point of sale (POS), will instruct shoppers to text "STAYTHIRSTY" to receive challenges and submit proof of participation via Instagram or to the program website. At retail, limited-edition displays, stackers, price cards and cooler decals as well as compelling cross merchandising, grocery and convenience store offers (where legal) will help increase sales of Dos Equis Lager and Ambar and drive higher basket rings.
Three winners per month will receive an all-expense paid grand prize trip to Mexico with Dos Equis. Weekly challenge winners (80 per week) will be rewarded one of three branded prizes including a waterproof camera case, backpack or soft-top surfboard.
"Summer is a key selling season for Dos Equis, with both Lager Especial and Ambar growing at double-digit rates between 2012 to 2013 and driving a 10% lift," added Thompson. "Most Interesting Summer is Dos Equis most engaging program yet. It is sure to drive incremental sales of Dos Equis all summer long with an exhilarating Instagram contest, unparalleled media support, compelling in-store offers and more."
Dos Equis Most Interesting Summer program will run nationwide June 1 through Aug. 31, 2014.
Beer importer Heineken USA Inc., White Plains, N.Y., is a subsidiary of Heineken International BV. European brands imported into the United States include Heineken, Strongbow Hard Apple Ciders, Desperados, Amstel Light and Newcastle Brown Ale. It also imports the Dos Equis Franchise, Tecate Franchise, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.
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