Dos Equis launches Game Changer marketing campaign
Dos Equis, a brand of Heineken USA, White Plains, N.Y., is making football and basketball playoff season more “interesting” this year with the launch of its Game Changer marketing initiative. Running through March, Game Changer encourages consumers of legal drinking age to use Dos Equis Lager and Dos Equis Ambar to enhance their in-home and on-premise sports viewing experiences, the company says.
At retail, the Dos Equis Game Changer program elements will embrace shoppers’ tournament season passions by using point-of-sale materials and channel-relevant offers that highlight ways to make game-viewing experiences more exciting and encourage consumers to share that enjoyment with friends, the company says. Cross-merchandising including instant redeemable coupons and mail-in rebates on the purchase of select high-margin food items and Dos Equis Lager and Ambar will encourage consumers to consider these food and beverage pairings, driving additional sales for participating retailers, it adds.