Dos Equis® returns this college football season to up the ante as the Official Beer Sponsor of the College Football Playoff.

With an exciting promotion in market August through December, 2018, every week Dos Equis is giving football fans and beer drinkers the chance to win tickets to the College Football Playoff National Championship. Beer drinkers can expect Dos Equis making the legendary a little more interesante this football season, as the brand will deliver fun and authentic content while giving the fans a chance to live once-in-a-lifetime experiences.

“Dos Equis shoppers are 51% more likely to buy Dos Equis for sports viewing[1] and are 29% more likely to attend college football games[2]. This season long promotion keeps fans engaged with a chance to win tickets every single week to the College Football Playoff National Championship in January 2019. Beer drinkers who show a passion for Dos Equis and a passion for college football can snap a picture of a Dos Equis and text keyword XXFAN to 77000 to have a shot at these weekly prizes.”
– Karla Flores, Dos Equis Brand Director

In 2017, for a second year in a row, Dos Equis Lager experienced double-digit growth in the College Football Playoff and New Year’s Six markets and over 28 million viewers watched the bowl games, averaging 15 million viewers per game. Retailers can be certain the games will be high-profile and Dos Equis drinkers will be enjoying the action.

The integrated marketing program features “The Interesante History of College Football” to be included in :15 and :30 second TV spots starring college football legends Steve Spurrier and Les Miles. A robust PR campaign will highlight fan passion for the sport and its history, and will be complemented by on and off premise activations that bring to life iconic moments in college football lore in the most interesante way. Glorious moments of the sport will unfold from “Ear Beers”—bottles that from the front look like frosty Dos Equis, but are complete with speakers on the back, which will narrate the intersante version of the sport, narrated by Coach Spurrier.

These on and off premise activations will also drive displays and features and includes cross-merchandising partnerships with Dr. Pepper® and Eckrich® to bring customers a total shopper solution, limited-edition packaging to highlight Dos Equis College Football Playoff sponsorship, localized POS to resonate with consumers in key markets, as well as custom tap toppers for more than 28k handles across the U.S.

Consumers are more likely to drink Dos Equis during key football occasions than other leading Mexican Imports[2]. Passion for college football makes Dos Equis the right beer to kick off sales and profits with features and displays throughout the upcoming season.

For more information, visit HEINEKENUSA.com.


[1] HUSA Shopper Study. 2017.
[2] Nielsen Spectra National Behaviors Report, January 2018 (attend College Football)

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