HEINEKEN USA looks to drive consumer engagement with can buckets and digital or Uber gift cards.
HEINEKEN USA is introducing the Dos Equis ‘Taste Adventure All Summer’ program this May to heat up sales for retailers.
The program, beginning May 1, leverages the overall growth of Mexican Imports and the rising popularity of beer served in cans. Cans have never been more popular, legitimized by Craft where now 10% of Craft brew volume is sold in cans, up from 2% just two years ago.
Inspired by the brand’s Most Interesting Man in the World advertising campaign, Dos Equis will help consumers set forth on their own round of summer expeditions. An off-premise sweepstakes includes Dos Equis Summer Can Buckets for quick cooling and serving at their next outdoor occasion, and an on-premise offer for Digital or Uber Gift Cards. A grand prize Dos Equis sponsored adventure, will make sure consumers have a story to tell as compelling as the stories of the Most Interesting Man.
“By promoting Mexican Imports like Dos Equis, retailers can generate more volume and dollar growth during key summer drinking occasions,” said Andrew Katz, vice president of marketing for Dos Equis. “To attract consumer interest in store, we are offering retailers a new merchandising solution for cans as well as exciting Summer-themed POS featuring the perfect outdoor summer drinking occasion. Dos Equis velocity outperforms the category during the summer selling season, and this summer we have the program to leverage this trend.”
Summer and beer are a natural fit. The season represents nearly 36% of total category dollars and six of the top largest volume weeks of the year. Further, casual gatherings, party time, and special events, are all highly relevant during Summer, and represent 65% of beer consumption. And 90% of regular drinkers who plan to drink this Summer say they will drink outdoors. Taste Adventure All Summer capitalizes on this seasonal phenomenon by offering retailers that promote the right package during the right occasion the opportunity to generate more volume and dollar growth.
Sweepstakes with mobile entry, social media including Twitter, Facebook, and Instagram, and impactful POS support the program off-premise. The merchandising materials include colorful can floor standees, and four-foot dimensional cans and 5-10 case stackers for floor displays. Cross-merchandising with On the Border Chips and Salsa provides opportunity for multiple item purchase. On-premise table tents and pennant streamers feature bottles and draught. Retailers who support the program and increase Dos Equis’ feature and display to maximize volume and profit can add value to their customers’ shopping experience during the key summer selling season. With consumers of Mexican imports making more trips (+8%) and spending more (+28%) versus the average beer shopper, retailer and on-premise operators can use the eye-catching POS to attract more valuable shoppers, drive conversion, and maximize basket ring and check average.
“Dos Equis drinkers shop more (+26%) and buy more (+44%) versus other leading Mexican imports, so this summer we are bringing them an exciting, new way to chill and enjoy their favorite beer,” continued Katz. “With Mexican Imports having grown five-times faster than the total beer category during Summer 2016, and with Dos Equis cans continued double-digit growth year on year for the past four years, we are confident this summer will be hotter than ever. Taste Adventure All Summer provides retailers the opportunity to uniquely merchandise product and promote can sales; and it gives consumers a great way to serve and enjoy Dos Equis cans whatever the summertime occasion, all summer long.” Nielsen Scan FDCM+ w/e 5.23 – 9.10 (Memorial – Labor Day).  Homescan Panel FY 2015; HUSA Occasion Profile Shopper Framework