WHITE PLAINS, N.Y. -- From June 1 through the end of August, Dos Equis will run a retail and on-premise promotion designed to capitalize on the outdoor summer occasions that rise with the moon.
The Luna Rising campaign will include limited-edition packaging; national TV, digital and social support; and events and sponsorships that will inspire legal-drinking-age (LDA) consumers to choose Dos Equis.
“The moon is a source of curiosity, mystery and intrigue among LDA-plus consumers,” said Ryan Thompson, brand director for Dos Equis, Heineken USA. “And this summer, Dos Equis will own the transition from day to night by focusing on the moon’s unique ability to transform casual gatherings into more extraordinary celebrations. Our Dos Equis Luna Rising taps into the energy of the night time occasion while providing our retail partners with a distinct, ownable and on-trend program to drive incremental sales of Dos Equis and Dos Equis Dos-A-Rita.”
To kick off the program, Dos Equis is introducing limited-edition Luna Rising primary and secondary packaging that features messaging to entice shoppers to buy Dos Equis and enter the Luna Rising sweepstakes. After purchasing Dos Equis, shoppers can go online and enter the code on the back label of their limited-edition bottle for a chance to win a trip to an exclusive Dos Equis Luna Rising party.
Consumers also can enter the sweepstakes by uploading photos of their Luna Rising celebrations to Instagram using the hashtag #LunaRising.
National TV spots featuring the “Most Interesting Man in the World” and partnerships with hyper-targeted digital shopper media and search engine marketing including Ibotta, Brand.net, Evite, Google Search and News America will enhance consideration and drive shoppers in store. During the promotional period, Dos Equis will feature on its website specific Luna Rising content such as recipes and party solutions to incentivize shoppers to add Dos Equis to their shopping lists. Light up displays and point-of-sale (POS) items, including pole-toppers and five- and 10-case stackers, also will act as incentives.
White Plains, N.Y.-based Heineken USA Inc., a leading upscale beer importer, 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. Heineken USA also imports the Dos Equis, Tecate, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.
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