You are here
Dos Equis, the fastest-growing premium Mexican beer in the United States, is getting ready for summer with its “League of the Most Interesting” program. Endorsed by the brand’s fabled “Most Interesting Man in the World,” the summer promotion aims to motivate adult consumers to engage with Dos Equis through a series of unconventional challenges that only The Most Interesting Man in the World could dream up. Program elements will include in-store incentives, instant rewards, and social media marketing and live events.
“For years, The Most Interesting Man in the World has kept a personal team of the finest champions the world has to offer,” explained Paul Smailes, senior brand director for Dos Equis, a brand imported by White Plains, N.Y.-based Heineken USA. “This summer, he is recruiting the best, the brightest, and the boldest for his new team — the Exemplars. The League of the Most Interesting inspires consumers, legal drinking age and older, to challenge each other, and themselves, to help make this their most interesting summer yet. Those who accumulate the most wins may earn a coveted position on his team of Exemplars, who will travel to an undisclosed location in Mexico to train and compete in unique challenges!”
At retail, display and POS materials, accompanied by special MIR and IRC offers (where legal) on complementary “energy-enhancing” foods appropriate for league training, such as premium meats and/or seafood, fresh produce, energy drinks or bars, and nuts, will help create in-store destinations where shoppers will be inspired to join the league and take up a challenge to get them started on their journey. Additionally, Dos Equis ambassadors will be on hand in select locations (where legal) to provide samples to adult shoppers and issue The Most Interesting Man’s inaugural challenge.
The journey, guided by the Most Interesting Man in the World, encourages adult consumers to buy Dos Equis and find out how they can take in the summer promotion via collectible in-pack challenge inserts in select Dos Equis Lager Especial and Ambar 12-packs. There are a total of seven inserts, each providing participants with league points and chances to earn rewards to help generate excitement and repeat purchase throughout the summer. Finally, the contenders who garner enough points will earn a chance to be chosen for a trip to participate in a final Dos Equis league challenge in Mexico.
“Dos Equis consumers like to experience life in a more robust way,” added Smailes. “Summertime is the perfect time for them to seek out new adventures and for sharing these adventures with friends over a cold Dos Equis. The Most Interesting Man in the World has come through again with a winning combination of excitement, adventure and camaraderie. The League of the Most Interesting program is a win for consumers and the trade alike. It challenges consumers to engage with Dos Equis in exciting and unconventional ways and provides … a unique platform to drive … summer sales of Dos Equis.”