Whether poolside, lakefront or in their own backyard, beer drinkers are primed to experience some summertime fun while making memories along the way. Driven by the seasonal gatherings of friends and family, Dos Equis aims to make a splash for three lucky consumers by sending them on a summer getaway of their choice.
And to ensure even more consumers are enjoying the season, Dos Equis gives away summer essentials packs all season long. Beginning in May and extending throughout the season, retailers can promote the Dos Equis Summer Getaway to profit from increased store traffic and shopper engagement.
“We’re continuing our Summer of Cans, which grew Dos Equis Lager cans +18% during the previous summer, and we know it will do so again this summer,” says Edith Llerena, Senior Brand Manager. “Cans have driven growth +7.1% and contributed to the overall +2.3% volume growth of the category. This promotion targets our standing in the can category with aims to solidify Dos Equisas permanent owner of the summer occasion,” continues Llerena. “With cans maintaining 56% of beer sales during summer months, consumer interest and store traffic will peak throughout the promotion period.”
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Summer of Dos activation runs May 6 through August 31 and promotes consumer engagement by encouraging shoppers to snap a picture of themselves enjoying a refreshing Dos Equis and upload it to a custom microsite: www.DosEquis.com/SummerofDos
Three lucky winners will receive Airbnb gift cards to send them on a 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 include 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.