Dos Equis Tackles College Football

POS advertising, limited-time packaging, coupons and advertising all part of season-long promotion

WHITE PLAINS, N.Y. -- Dos Equis, the official beer sponsor of the college football playoffs, is inviting consumers and college football fans 21 and older to make Dos Equis their beer of choice throughout the college football season through a new comprehensive retail and on-premise program.

The season-long promotion, including TV commercials, digital and mobile partnerships, program-specific limited-edition packaging and special offers, will drive consumers to local retail and on-premise outlets to purchase Dos Equis and enter a sweepstakes for a chance to win a VIP experience at the college football playoff National Championship in Tampa Bay, Fla.

In addition, Dos Equis will execute fan engagement on-site at the college football playoffs.

“College football is a dynamic and social occasion that calls for a brand that celebrates the high energy level of game-day viewing," said Andrew Katz, vice president of marketing for Dos Equis. "Our college-football program provides college-football fans with everything they need to elevate their game-day experience and aspire to game-day greatness in Dos Equis’ celebrated ‘Stay Thirsty’ style.”

National TV spots, running September through January, will generate awareness for the Dos Equis college-football program and encourage engagement throughout the program period. Digital and mobile partnerships will direct consumers to the mobile sweepstakes hub where they can receive instant access to exclusive college football content and enter for a chance to win weekly prizes and the ultimate VIP experience to the national championship game.

At retail, attention-grabbing point-of-sale (POS) materials, including standees, pennant streamers, price cards, cooler decals, display toppers and case stackers, will drive shopper awareness and engagement. Limited-edition program packaging highlighting the partnership and sweepstakes will be available in market starting November.

Rebates, coupons and cross-merchandise offers (where legal) on the purchase of Dos Equis and game-day snacks will provide retailers with out-of-section merchandising options.

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