Dos Equis Rolls Out 'Game Changer' Program

At retail, will embrace shopper's tournament season passions via POS, channel-relevant offers

Published in CSP Daily News

WHITE PLAINS, N.Y. -- Dos Equis, one of the fastest growing upscale import brands in the United States, is taking the sports-viewing experience to a more interesting level at retail and on-premise with the debut of the Dos Equis Game Changer activation. Running January through March, Game Changer inspires adults to take their in-home sports viewing experiences to new heights while enjoying Dos Equis Lager and Dos Equis Ambar.

At retail, the Dos Equis Game Changer program elements will embrace shopper's tournament season passions via engaging point-of-sale (POS) and channel-relevant offers that inspire them to create unique game-viewing experiences and share that excitement with friends.

Compelling cross-merchandising instant redeemable coupons (IRC) and mail-in rebates (MIR) offers, where legal, on the purchase of select high-margin food items and Dos Equis Lager and Ambar will create buzz and consideration while driving incremental basket rings for participating retailers.

In the on-premise, Dos Equis invites patrons to get into the competitive spirit by submitting their own version of the television legend lines for a bracket tournament. Bar staff select the best legend lines, which will be showcased on the official Most Interesting Bracket Poster. At the end of the tournament, patrons can return to the account to vote for their favorite lines. The Most Interesting Legend Line winners earn bragging rights and localized Dos Equis rewards, where legal.

"Dos Equis consumers are big sports fans who embrace the passion and emotion of the January through March football and basketball tournament season," said Gwendolyn Boyce, brand director Dos Equis at Heineken USA. "The Most Interesting Legend Line Tournament leverages our successful Most Interesting Man campaign by engaging consumers in a competitive way on-premise, while also generating return traffic for the account."

White Plains, N.Y.-based Heineken USA is a subsidiary of Heineken International BV, which is the world's most international brewer. European brands imported into the United States include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale and Buckler nonalcoholic brew. Heineken USA is also the exclusive U.S. importer for the Tecate, Tecate Light, Dos Equis, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.