Dos Equis, a brand of White Plains, N.Y.-based Heineken USA, returns this college football season to up the ante as the Official Beer Sponsor of the College Football Playoff.
With its promotion in market August through October, every week Dos Equis is giving football fans a chance to win more than 400 prizes including tickets to the College Football National Championship game in New Orleans, La.
“It’s no secret that college football fans are checking in and cheering on their team every day of the week,” says Karla Flores, Dos Equis brand director, in a statement. “That’s why we’re reminding consumers that if they consider themselves official college football fans, they should be drinking the official beer of the College Football Playoff all season long.”
Dos Equis shoppers are 51 percent more likely to buy Dos Equis for sports viewing and Dos Equis Lager is 55 percent more likely to be purchased for a tailgating event than other Mexican imports, and 83 percent more likely than the rest of the beer category, the company says citing data from 2017 Heineken USA Shopper Study and a December 2018 InfoScout Mobile Panel for a Shopper Occasion Study.
In 2018, college football viewership peaked at nearly 28 million in the first half, and Dos Equis 24-ounce cans outperformed Mexican imports single-serve cans in all channels, based on Nielsen total U.S. Grocery sales for the 52 weeks ending Dec. 29, 2018.
The season-long promotion keeps fans engaged with football-themed prizes every week as well as a chance to win tickets to the Championship Game in January 2020. Beer drinkers who show a passion for Dos Equis and a passion for college football can snap a picture of themselves with a Dos Equis and upload on social media using the hashtag #XXOFFICIALSWEEPS, or to the Dos Equis CFP microsite. Out-of-home and digital media, PR extensions, consumer sampling (where legal), retail theater, limited-edition packaging, Bowl Game events and celebrity talent will be utilized to provide support to drive in-store traffic, shopper takeaway and higher basket ring, the company says.