Dos Equis’ summer retail and on-premise promotional campaign is designed to capitalize on outdoor occasions that “rise with the moon,” according to the company.
Running June 1 through the end of August, Dos Equis’ Luna Rising includes limited edition packaging, national TV, digital and social support, along with events and sponsorships intended to inspire LDA+ consumers to choose Dos Equis by showcasing that “as the moon rises, so do the possibilities,” according to the company.
“Our Dos Equis Luna Rising taps into the energy of the night time occasion while providing our retail partners with a distinct, ownable and on trend program to drive incremental sales of Dos Equis and Dos Equis Dos-A-Rita,” said Ryan Thompson, Brand Director for Dos Equis, Heineken USA. “June through August represents 6 of the top 10 largest beer selling weeks of the year.”
To kick off the program, Dos Equis is introducing limited edition Luna Rising primary and secondary packaging that features messaging to help entice shoppers to Purchase Dos Equis and enter the Luna Rising sweepstakes.
After purchasing Dos Equis, shoppers can visit DosEquis.com/LunaRising and enter the unique code featured on the back label of their limited edition bottle for a chance to win a VIP trip to an exclusive Dos Equis Luna Rising party.
Consumers can also enter the sweepstakes by uploading photos of their Luna Rising celebrations to Instagram using the hashtag #LunaRising.
A summer full of National TV spots featuring the Most Interesting Man in the World and partnerships with hyper-targeted digital shopper media and search engine marketing including Ibotta, Brand.net, Evite, Google Search and News America are intended to enhance consideration and drive shoppers in store.
During the promotional period, DosEquis.com will feature specific Luna Rising content including recipes and party solutions to incentivize shoppers.
At retail, light-up displays and POS items — including pole toppers, 5 and 10 case stackers, along with the limited edition packaging — will help encourage consumers to “celebrate the unexpected possibilities of summer with Dos Equis,” according to the company.
Channel-specific, cross-merchandising offers (where legal) with Sauza Tequila and Twang Beer Salt will help drive out-of-section displays and higher shopper basket rings, the company hopes.