Heineken USA has to announced the Dos Equis Taste Adventure All Summer program to drum up retail sales.
The program, beginning May 1, intends to leverage the overall growth of Mexican imports and the rising popularity of beer served in cans.
An off-premise sweepstakes includes Dos Equis Summer Can Buckets for quick cooling and serving at outdoor occasions, and an on-premise offer for Digital or Uber Gift Cards.
“By promoting Mexican Imports like Dos Equis, retailers can generate more volume and dollar growth during key summer drinking occasions,” said Andrew Katz, VP of Marketing for Dos Equis, in a press release. “To attract consumer interest in store, we are offering retailers a new merchandising solution for cans as well as exciting Summer-themed POS featuring the perfect outdoor summer drinking occasion. Dos Equis velocity outperforms the category during the summer selling season, and this summer we have the program to leverage this trend.”
Sweepstakes with mobile entry, social media including Twitter, Facebook, and Instagram, and impactful POS support the program off-premise. The merchandising materials include colorful can floor standees, and four-foot dimensional cans and 5-10 case stackers for floor displays.
Cross-merchandising with On the Border Chips and Salsa provides opportunity for multiple item purchase. On-premise table tents and pennant streamers feature bottles and draught.