Dos Equis Most Interesting Masquerade is a National Award winning, integrated promotion in the U.S. that helped Dos Equis’ achieve a their 2012 volume growth plan, specifically in accelerated markets where awareness was relatively strong, but consideration was lagging behind.
With sales down against an aggressive 2011 plan, we were charged with changing this pattern through a 360 campaign aimed to:
Goals:
- Drive distribution, display activation and sales through grocery, liquor, convenience and on-premise channels
- Achieve double-digit volume growth for the Dos Equis Ambar and Dos Equis Lager
- Increase brand engagement; enable our target to live and share his passion for the brand
- Drive purchase of Dos Equis Ambar & Lager and brand’s association with The Most Interesting Man in the World.
Insights:
- Halloween is an increasingly popular holiday among adults, with spending increasing from $4.75B in 2009 to $5.8B in 2010.
- This spending is evident as over half (55%) of 21-25 year olds are likely to throw or attend a Halloween party.
- These parties also contribute to Facebook’s busiest traffic time where photo uploads are up about 20%.
Action:
Dos Equis had the opportunity to own one of the target’s favorite occasions by extending the mystique of the Most Interesting Man to Halloween. We developed an integrated campaign based on a sales driving strategy by maximizing visibility and offers in the on and off-premises.
How it worked:
On-premise, consumers participated in managed bar night activations where ambassadors donned Masks and point of sale materials that communicated the story behind each mask with a drive to Facebook to enter for the chance to win the actual real mask from the MIM.
The off-premise supported the communication offering price discounts where legal. Experiential events were supported by local and national budgets around masquerade themed parties.
Results:
- Exceeded Dos Equis Franchise volume goals by posting up +26.4% increase in sales during the October promotion period
- Retail activation increased 33% vs. a year ago
- 50,000+ Facebook tab Visits, with a 97% conversion rate
Awards: Silver REGGIE 2012 Winner
REGGIE Awards are one of the most prestigious honors in the marketing industry.
Dos Equis’ Most Interesting Masquerade effectively cut through the clutter of the one billion dollar spend beer category. Retailers responded to the program with unprecedented participation. The brand achieved high-value engagement with its target. Franchise growth goals were exceeded in a challenging economic environment.
Campaign Category: National Consumer Program $1-5MM
Most Interesting Masquerade Campaign Evolution:
In 2012, we evolved the concept by including a QR codes on communication materials along with each mask giving consumers the chance to enter to win tickets to a brand sponsored Masquerade with the opportunity to hang with and meet the Most Interesting Man himself.
In 2013, the concept evolved even further, helping establish it’s place amongst top program and campaign ideas for this legendary brand, by being the featured subject of the Most Interesting Commercial spots ever. The digital and online presence further expanded while the entry mechanism is now a bottle code. Check it out at: http://dosequis.com/masquerade-2013
David Iannone 