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 December, every week Dos Equis is giving football fans and beer drinkers the chance to win tickets to the College Football Playoff National Championship. Beer drinkers can expect Dos Equis making the legendary a little more interesante this football season, as the brand will deliver fun and authentic content while giving the fans a chance to live once-in-a-lifetime experiences.
“Dos Equis shoppers are 51% more likely to buy Dos Equis for sports viewing[1] and are 29% more likely to attend college football games[2],” says Karla Flores, Dos Equis Brand Director. “This season long promotion keeps fans engaged with a chance to win tickets every single week to the College Football Playoff National Championship in January 2019. Beer drinkers who show a passion for Dos Equis and a passion for college football can snap a picture of a Dos Equis and text keyword XXFAN to 77000 to have a shot at these weekly prizes,” continued Flores. In 2017, for a second year in a row, Dos Equis Lager experienced double-digit growth in the College Football Playoff and New Year’s Six markets and over 28 million viewers watched the bowl games, averaging 15 million viewers per game. Retailers can be certain the games will be high-profile and Dos Equis drinkers will be enjoying the action.
The integrated marketing program features “The Interesante History of College Football” to be included in :15 and :30 second TV spots starring college football legends Steve Spurrier and Les Miles. A robust PR campaign centers around an exhibit at the College Football Hall of Fame during the opening weekend of the 2018 college football season. The glorious moments from the complete timeline of college football unfold from “The Ear Beer” -a bottle that from the front looks like a frosty Dos Equis but on the back has a speaker, along with a button to start the experience. These special “Ear Beers” will narrate the ‘interesante’ version of college football history as told by Coach Spurrier. Activation off- and on-premise will drive displays and features and includes cross-merchandising partnerships with Dr. Pepper® and Eckrich® to bring customers a total shopper solution, limited-edition packaging to highlight the sponsorship, localized POS featuring College Football Hall of Fame artifacts and local colors to resonate with consumers in key markets, as well as custom tap toppers for more than 28k handles across the U.S.
Consumers are more likely to drink Dos Equis during key football occasions than other leading Mexican Imports2. Passion for college football makes Dos Equis the right beer to kick off sales and profits with features and displays throughout the upcoming season.
About HEINEKEN USA
HEINEKEN USA Inc., the nation’s leading high-end beer importer, is a subsidiary of HEINEKEN International NV, the world’s most international brewer. Key brands imported into the U.S. are Heineken®, the world’s most international beer brand, the Dos Equis Franchise, the Tecate Franchise and Strongbow Hard Ciders. HEINEKEN USA also imports Amstel Light, Amstel Xlight, Indio, Carta Blanca and Bohemia brands. For the latest information on our company and brands, follow us on Twitter @HeinekenUSACorp, or visit HEINEKENUSA.com.
