Dos Equis is gearing up summer with a new retail and on-premise promotion designed to “capitalize on the outdoor summer occasions that rise with the moon.” Running June 1 through the end of August, Dos Equis’ Luna Rising is a fully-integrated campaign that includes limited edition packaging, national TV, digital and social support along with events and sponsorships.
Dos Equis is introducing limited edition Luna Rising primary and secondary packaging and the Luna Rising sweepstakes. National  television spots featuring the “Most Interesting Man in the World” and partnerships with hyper-targeted digital shopper media and search engine marketing including Ibotta, Brand.net, Evite, Google Search and News America will enhance consideration and drive shoppers in store.
At retail, light up displays and POS items including pole toppers, 5 and 10 case stackers, along with the limited edition packaging. Channel specific cross merchandising offers (where legal) with Sauza® Tequila and Twang® Beer Salt will drive out-of-section displays and higher shopper basket rings. Additionally, in the on-premise, Luna Rising will also offer “Most Interesting Man” standees, coasters, table tents and banners.