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Dos Equis' new summer retail and on-premise program, dubbed "Luna Rising," aims to "capitalize on the outdoor summer occasions that rise with the moon," according to the company.
Running June 1 through the end of August, the campaign includes limited-edition primary and secondary packaging that directs consumers to enter a sweepstakes for a chance to win a VIP trip to an exclusive Dos Equis Luna Rising party. Consumers can also enter by uploading photos of their own celebrations to Instagram using the #LunaRising hashtag.
The effort is supported by national TV spots featuring the "Most Interesting Man in the World," and partnership with digital shopper media and search engine marketing including Ibotta, Brand.net, Evite, Google Search and News America.
Retail support includes light-up displays and POS items such as pole toppers, five- and 10-case stackers, and cross-merchandising offers.
“The moon is a source of curiosity, mystery and intrigue among LDA+ consumers,” said Ryan Thompson, brand director for Dos Equis, Heineken USA. “And this summer Dos Equis will own the transition from day to night, by focusing on the moon’s unique ability to transform casual gatherings into more extraordinary celebrations.
"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.”