This summer, Dos Equis, a brand of White Plains, N.Y.-based Heineken USA, announced it will run a retail and on-premise program encouraging consumers to Choose Interesting and make the most of the season’s celebrations, while fans anticipate the launch of the next Most Interesting Man in the World.

Dos Equis’ Choose Interesting is a 360-degree program with elements including digital and social media support, a refreshed design and packaging, third-party shopping apps, point-of-sale (POS) materials, and exclusive partnerships as well as a sweepstakes and offers (where legal) to engage consumers and drive incremental sales of Dos Equis throughout the year’s most popular beer drinking season, it says.

To get consumers involved online, Dos Equis will provide fans an opportunity to prove how interesting they are through the “Dos Equis Interesting Index,” a proprietary algorithm built for the Facebook platform, to see where they rank against everyone in the world, the company says. The algorithm scrubs through specific Facebook data to determine a fan’s “score” in four different categories: originality, thirst for knowledge, worldliness and sense of adventure, for an overall ranking. The brand will reward fans who engage with the Interesting Index with hundreds of different prizes including trips, festival tickets and backyard grilling accessories, it adds.

In preparation of the brand’s 120th anniversary, Dos Equis also is refreshing its design and packaging. The new visual identity nods to the brand’s Mexican heritage and further highlights the taste profile of a crisp, refreshing beer with a well-balanced finish, the company says. Dos Equis will launch TV commercials June 16 and begin to rollout the new primary and secondary packaging across the country as of mid-July, for both bottles and cans.

“Dos Equis was actually born interesting in 1897 as it was originally brewed by a German brew master in Mexico” said Andrew Katz, vice president of marketing for Dos Equis, in a statement. “Just as our brand was born interesting, we know our guy was born like that too and we’re encouraging them to see where they rank in the world and amongst their friends to win some great summer prizes. We’re excited to help consumers discover how interesting they are with tips and tricks to make them Stay Thirsty all summer.”

To raise awareness for the summer program, digital ads and social media platforms will drive consumers to DosEquis.com/ChooseInteresting where they can discover their ranking and peruse exciting summer hacks, the company says. Once consumers have received their ranking, they can improve their status by participating in interesting activities, visiting local Dos Equis accounts and by entering a sweepstakes for a chance to win an interesting experience.

In-store, eye-catching POS and displays also will encourage consumers to purchase Dos Equis and engage with the program, the company says. The new POS features the Coin design, evocative of the Centenario, a Mexican coin, first minted in 1921 to commemorate the 100th anniversary of Mexico's independence. The design includes the following features:

• The Gold coin, which is part of Mexico's strong heritage – its riches, art and golden sunlight;
• Moctezuma, the final ruler of the Aztec Empire between the two X’s, blending the Mexican heritage with a forward look towards the future;
• And the iconic two red Xs, Roman numerals, as the brand was originally called Siglo Veinte to commemorate the arrival of the 20th century.

Sampling events (where legal) also will generate trial, educate consumers about Dos Equis and encourage them to participate and increase their interesting ranking. On-premise, attention-grabbing posters, coasters, table tents and banners will encourage the trial of Dos Equis and promote the program to consumers as well, it adds.

“June through August includes six of the Top 10 beer selling holidays, accounts for 30 percent of annual beer sales and is Dos Equis biggest selling period,” Katz added. “Choose interesting is designed to tap into our consumers desire to live more interesting lives while providing our retail and on-premise partners with all the elements to build store traffic and drive sales and profits of Dos Equis this summer.”