The Dos Equis Most Interesting Culinary Exploration program invites fans of the brand to explore their culinary side. Those who enter online are eligible to win one of three trips to Oaxaca, Mexico.
From the company’s press release:
New York, NY (April 29, 2013) — This summer, Dos Equis Most Interesting Culinary Exploration retail program is inviting adult consumers, 21 and older, of all culinary skill levels, to explore their culinary side. Program elements will inspire shoppers to create their own culinary masterpieces and enter them online for the chance to win one of three coveted spots on The Most Interesting Culinary Trip of a lifetime to Oaxaca, Mexico!
Through The Most Interesting Culinary Exploration program elements, participating shoppers are invited to create and share their culinary creations online with the greater Dos Equis community. In-store, custom designed display and POS materials including pole toppers, case stackers, price cards, tuck cards, cooler decals and The Most Interesting Man standee along with promotional SnapTag technology on all Dos Equis Lager and Ambar 6 & 12 pack formats, will direct consumers online to learn how to enter the competition and receive other culinary inspired rewards from Dos Equis. Channel specific cross-merchandising IRC (instant redeemable coupons) and MIR (mail in rebate) offers (where legal) on items including Kettle-Brand(r) Potato Chips and Master of Mixes(r) Cocktail Mix will drive secondary display opportunities and higher basket rings for retailers.
“In addition to craving adventure, the Dos Equis consumer enjoys a foodie lifestyle,” said Kirsten Walpert, Dos Equis Brand Manager, HEINEKEN USA. “70% of our consumers enjoy being creative in the kitchen, 80% enjoy trying different types of foods and prefer cooking with fresh food rather than canned or frozen <#_ftn1> . The Dos Equis Most Interesting Culinary Exploration program will enable retailers to drive traffic throughout multiple sections of their stores and capitalize on the summer season.”
Dos Equis Most Interesting Culinary Exploration retail program runs June through September. Following the program, the three entrants who receive the most votes for their culinary creations online at www.dosequis.com/rewards will be awarded the culinary trip of a lifetime to Oaxaca, Mexico where they will experience several unique, locally inspired culinary adventures.