NEWYORK-- Heineken USA's Dos Equis beer will refresh its logo and its packaging this summer as it encourages consumers to prove how interesting they are.
Dos Equis this month will launch a retail and on-premise program encouraging consumers to "Choose Interesting" while they await the launch of the next Most Interesting Man in the World.
Choose Interesting is a 360-degree program with digital and social media support, a refreshed logo design and packaging, third-party shopping apps, point-of-sale support and exclusive partnerships, along with sweepstakes and offers (where legal) to engage consumers and drive incremental sales of Dos Equis throughout the summer.
In preparation for the brand’s 120th anniversary, Dos Equis is refreshing its design and packaging. The new visual identity is a nod to the brand’s Mexican heritage and further highlights the taste profile of a crisp, refreshing beer with a well-balanced finish, the company said.
Dos Equis will launch TV commercials June 16 and begin to roll out the new primary and secondary packaging for both bottles and cans across the country in mid-July.
To get consumers involved online, Dos Equis will provide fans an opportunity to prove how interesting they are through the “Dos Equis Interesting Index,” a proprietary algorithm built for its Facebook platform, to see where they rank against everyone in the world. The algorithm scrubs through specific Facebook data to determine a fan’s “score” in four different categories--originality, thirst for knowledge, worldliness and sense of adventure--for an overall ranking. The brand will reward fans who engage with the index with hundreds of prizes including trips, festival tickets and backyard grilling accessories.
“Dos Equis was actually born interesting in 1897 as it was originally brewed by a German brewmaster in Mexico,” said Andrew Katz, vice president of marketing for Dos Equis. “Just as our brand was born interesting, we know our guy was born like that too, and we’re encouraging them to see where they rank in the world and amongst their friends to win some great summer prizes. We’re excited to help consumers discover how interesting they are with tips and tricks to make them stay thirsty all summer.”
To raise awareness for the summer program, digital ads and social-media platforms will drive consumers to DosEquis.com/ChooseInteresting where they can discover their ranking and peruse summer hacks. Once consumers have received their ranking, they can improve their status by participating in interesting activities, visiting local Dos Equis accounts and by entering a sweepstakes for a chance to win an interesting experience.
In store, eye-catching POS and displays will also encourage consumers to purchase Dos Equis and engage with the program. The new POS features the new “coin” design, evocative of the Centenario, a Mexican coin first minted in 1921 to commemorate the 100th anniversary of Mexico's independence. The new design includes the following features:
- The Gold coin, which is part of Mexico's strong heritage, its riches, art and golden sunlight.
- Moctezuma, the final ruler of the Aztec Empire, between the two X’s, blending the Mexican heritage with a look toward the future.
- The iconic two red X's, Roman numerals, because the brand was originally called Siglo Veinte to commemorate the arrival of the 20th century.
“June through August includes six of the top 10 beer-selling holidays, accounts for 30% of annual beer sales and is Dos Equis' biggest selling period,” Katz said. “Choose Interesting is designed to tap into our consumers desire to live more interesting lives while providing our retail and on-premise partners with all the elements to build store traffic and drive sales and profits of Dos Equis this summer.”
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