Issue link: http://digital.copcomm.com/i/1013885
46 / the tasting panel / august 2018 BEER O nce Mexican brand Dos Equis found its way into the fiber of one of America's favorite autumn pastimes—college football—it's been the guest of honor at many a tailgate party and game-day event. Just two years ago, Dos Equis set even loftier goals for itself on the playing field by announcing a deal to serve as the "Official Beer Sponsor of the College Football Playoff." As it gears up for the incoming season, the brand plans to present various activities encompassing its marquee on-premise promotion from August through December, including offering football and beer enthusiasts the chance to win tickets to the 2019 College Football Playoff National Championship. According to Dos Equis Brand Director Karla Flores, the first year of the collabora- tion concentrated on establishing the brand as a sponsor with heavy activations; in the second year, Dos Equis' involvement extended through the full college football season by focusing on the consumer insight of "fandom" in partnership with its "Interesting"-themed marketing initiatives. This includes the "Keep It Interesante" campaign, launched this year after the massive success of the brand's "Most Interesting Man" advertisements. As Dos Equis looks ahead to the 2018-19 season, Flores says the brand aims to "become locally relevant and authentically embed the brand in college football history through [Dos Equis'] partnership with the College Football Hall of Fame." Though some col- laborations like football- brewery promotions have come together with the flash and dash of a draft-pick quarterback's on-field moves, some of those concepts didn't quite make it to the goal line. Flores says this prompts Dos Equis to look to the fans for inspi- ration: "Our promotional activity needs to be simple and engaging," she says. "Dos Equis' on- and off-premise promotions are known in the industry for bringing storytelling to life, and this year's college football cam- paign will be no exception." Because the ultimate goal is to be an essential part of the consumer/fan experi- ence during game-day occasions, Dos Equis aims to cater to college football's diverse fanbase by targeting elements of the campaign and ensuing promotions to specific demographics. The 2019 inte- grated marketing program, for example, will feature a series called "The Interesante History of College Football" in which legendary subjects like coaches Steve Spurrier and Les Miles will appear in 15- and 30-second TV spots. Consumers have proven they're more likely to drink Dos Equis during key football occasions than other leading Mexican imported beers: Dos Equis Lager experienced double-digit growth in the New Year's Six and College Football Playoff markets (more than 28 million viewers watched the bowl games, averag- ing 15 million viewers per game). "Passion for college football makes Dos Equis the right beer to kick off sales and profits with features and displays throughout the upcoming season," Flores says. "Our 2018-19 campaign is a fun way to bring to life college football's legendary moments and personalities throughout history. We will show different decades of the sport in an 'Interesante' way for both casual and avid fans." From Tailgate to Touchdown nce Mexican brand Dos Equis found its way into the fiber of one of America's favorite autumn pastimes—college football—it's been the guest of honor at many a tailgate party years ago, Dos Equis set even loftier goals for itself on the playing field by announcing a deal to serve as the "Official Beer Sponsor of the College Football Playoff." As it gears up for the incoming season, the brand plans to activities encompassing its marquee on-premise promotion from August through December, including offering football and beer enthusiasts the Though some col laborations like football- brewery promotions have come together with the flash and dash of a draft-pick quarterback's on-field moves, some of those concepts didn't quite make it to the goal line. Flores says this prompts Dos Equis to look to the fans for inspi ration: "Our promotional activity needs to be simple and engaging," she says. "Dos Equis' on- From Tailgate to Touchdown DOS EQUIS STRATEGIZES FOR A WINNING COLLEGE FOOTBALL SEASON by Elyse Glickman