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With summer right around the corner, the Dos Equis brand has unveiled details of the season's "Most Interesting" program, set to run at retail and on-premise June 1 – Aug. 31.
Designed to complement the "Most Interesting Man in the World" concept, the program will include weekly and monthly challenges that invite participants to submit videos or photos of their adventures for the chance to win one of 80 prizes, including an excursion to the Yucatan.
Point-of-sale material will direct shoppers to text "STAYTHIRSTY" to receive challenges and submit proof of participation to Instagram or to the program website. At retail, limited-edition displays, stackers, price cards and cooler decals as well as cross-merchandising, grocery and c-store offers aim to help increase sales of Dos Equis Lager and Ambar and drive higher basket rings.
Three winners per month will receive an all-expense paid grand-prize trip to Mexico. Weekly challenge winners (80 per week) will win three branded prizes including a waterproof camera case, backpack or soft-top surfboard.
“Summer is a key selling season for Dos Equis, with both Lager Especial and Ambar growing at double-digit rates between 2012 to 2013 and driving a 10% lift,” said Ryan Thompson, brand director for Dos Equis, a brand of White Plains, N.Y.-based Heineken USA. "[The program] is sure to drive incremental sales of Dos Equis all summer long with an exhilarating Instagram contest, unparalleled media support, compelling in-store offers and more!”