Driven by the seasonal gatherings of friends and family, White Plains, New York-based Dos Equis aims to make a splash for three consumers by sending them on a summer getaway of their choice. To ensure even more consumers are enjoying the summer season, Dos Equis is giving away summer essentials packs all summer long.
Beginning in May and extending throughout the summer months, retailers can promote the Dos Equis Summer Getaway to profit from increased summer store traffic and shopper engagement.
“We’re continuing our Summer of Cans, which grew Dos Equis Lager cans 18 percent during the previous summer, and we know it will do so again this summer,” said Edith Llerena, senior brand manager. “Cans have driven growth 7.1 percent and contributed to the overall 2.3 percent volume growth of the category. This promotion targets our standing in the can category with aims to solidify Dos Equis as permanent owner of the summer occasion. With cans maintaining 56 percent of beer sales during summer months, consumer interest and store traffic will peak throughout the promotion period.”
Summer of Dos activation runs May 6 through Aug. 31 and promotes consumer engagement by encouraging shoppers to snap a picture of themselves enjoying a Dos Equis and upload it to a custom microsite: DosEquis.com/SummerofDos. Three winners will receive Airbnb gift cards to send them on a summer getaway of their choice.
Secondary essential summer pack prizes given away weekly from May to August include a Bluetooth speaker, portable hammock, floating cooler, can towel and backpack.
Interactive in-store and on-premise POS support includes tuck cards, pole toppers, standees, cooler decals and customizable table tents and banners. A dress-up kit for display uses summer cues and impactful branding to drive awareness and consideration. The floating cooler and portable hammock can be used to create retail theater to increase shopper takeaway and drive incremental sales and profits.
