This summer, fast-growing Mexican import Dos Equis® is bringing beer drinkers together to create lasting memories and deliver exciting rewards when they say, “Cheers” with Dos Equis® limited-edition summer cans.
The limited-edition cans are uniquely designed and will include a national version as well as a Texas specific version. In an integrated on- and off-premise promotion, Dos Equis® will reward one lucky consumer and three friends with a grand prize trip to an Airbnb destination of their choice. With 50% of beer sales made during the summer months retailers can be confident of high store traffic and shopper interest in an exciting promotion to drive shopper engagement. Dos Equis® cans delivered +6.4% growth in Summer 2019 and display lift 37% higher than total Mexican imports1.
“This is the summer of cans,” says Edith Llerena, Dos Equis Senior Brand Manager, HEINEKEN USA. “We intend to help retailers drive sales through eye-catching displays and by offering a compelling sweepstakes to guarantee shopper engagement. Dos Equis® limited-edition summer cans will deliver impact and offer beer drinkers a refreshing twist on our traditional packaging,” continues Llerena. “Summer is a special time for beer and this summer, a special time for Dos Equis® cans.”
Beginning in May and continuing through mid-August, the promotion offers comprehensive marketing tools to encourage shoppers to snap a picture of Dos Equis® limited-edition summer cans and upload to dosequis.com/SummerofDos from May 6th to August 15th. One Grand Prize winner and friends will win a trip to any Airbnb destination. Secondary weekly prizes include mini fridges, towels, inflatable coolers and more, all highlighting the limited-edition can. High-impact merchandising materials play off the limited-edition can art and include large 3-D cans, pole toppers, standees, tuck cards, cooler decals and tap toppers.
Cold cans are a hot item in the summer heat. By bringing a limited-time new can to market this summer, Dos Equis® retailers who hop on the new look and the engaging promotion can make this their summer of cans to meet consumer demand and drive incremental sales and profits.