With warmer weather on the horizon, Dos Equis, a brand of White Plains, N.Y.-based HEINEKEN USA, has announced the release of limited-edition summer packaging. The limited-edition aluminum cans will include a national version as well as a Texas-specific version. In an integrated on- and off-premise promotion, Dos Equis also will reward one consumer and three friends with a grand-prize trip to an Airbnb destination of their choice, it says.
“This is the summer of cans,” said Edith Llerena, Dos Equis senior brand manager for HEINEKEN USA, in a statement. “We intend to help retailers drive sales through eye-catching displays and by offering a compelling sweepstakes to guarantee shopper engagement. Dos Equis limited-edition summer cans will deliver impact and offer beer drinkers a refreshing twist on our traditional packaging. Summer is a special time for beer and this summer, a special time for Dos Equis cans.”
From May 6 to Aug. 15, the promotion offers comprehensive marketing tools to encourage shoppers to snap a picture of Dos Equis limited-edition summer cans and upload to dosequis.com/SummerofDos.
In addition to the grand prize, secondary weekly prizes include mini fridges, towels, inflatable coolers and more, all highlighting the limited-edition can. High-impact merchandising materials play off the limited-edition can art and include large 3-D cans, pole toppers, standees, tuck cards, cooler decals and tap toppers, the company says.
