Dos Equis® returns this college football season to up the ante as the Official Beer Sponsor of the College Football Playoff. With an exciting promotion in market August through October, every week Dos Equis® is giving football fans a chance to win over 400 prizes including tickets to the College Football National Championship game in New Orleans, LA.
“It’s no secret that college football fans are checking in and cheering on their team every day of the week,” says Karla Flores, Dos Equis Brand Director. “That’s why we’re reminding consumers that if they consider themselves official college football fans, they should be drinking the official beer of the College Football Playoff all season long.” Dos Equis® shoppers are 51% more likely to buy Dos Equis® for sports viewing[1] and Dos Equis® Lager is 55% more likely to be purchased for a tailgating event than other Mexican Imports, and 83% more likely than the rest of the beer category[2]. In 2018 college football viewership peaked at nearly 28 million in the first half, and Dos Equis® 24-oz. cans outperformed Mexican Imports single-serve cans in all channels[3]. Further, Dos Equis® cans deliver +30% greater dollar lift when on display versus other leading Mexican Imports in the Grocery channel3.
The season-long promotion keeps fans engaged with football-themed prizes every week as well as a chance to win tickets to the Championship Game in January 2020. Beer drinkers who show a passion for Dos Equis® and a passion for college football can snap a picture of themselves with a Dos Equis® and upload on social media using #XXOFFICIALSWEEPS, or to the Dos Equis® CFP microsite. Out-of-Home and digital media, PR extensions, consumer sampling (where legal), retail theater, limited-edition packaging, Bowl Game events and celebrity talent provide all the support to drive store traffic, shopper takeaway and higher basket ring.
Retailers can be certain the games will be high-profile and Dos Equis® drinkers will be enjoying the action. Passion for college football makes Dos Equis® the right beer to kick off sales and profits with features and displays throughout the upcoming season.
