Dos Equis, one of the fastest growing, premium Mexican beer brands in the U.S., is announcing the details of the Most Interesting Summer program that will launch in retail and on-premise accounts in June. Designed to complement the trail-blazing style of the Most Interesting Man in the World, Dos Equis will challenge LDA socially active men to take their summer experiences to exciting 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, 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 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 C-store offers (where legal) will help increase sales of Dos Equis Lager and Ambar and drive higher basket rings. On premise, accounts will be dressed with POS that encourages patrons to participate in on-premise specific challenges designed to keep patrons coming back throughout the program period.
