A new US commercial from Dos Equis leverages the beer brand’s new college football partnership with broadcast giant Fox’s ‘Big Noon Kickoff’ show.
The campaign promotes Dos Equis’ status as the ‘Official Beer Sponsor of Fox Sports’ Big Noon Kickoff’ for the season which will see the brand host weekly feature segments and a roadshow with Mark Titus and Charlotte Wilder of ‘The People’s Sports Podcast’.
The campaign, created by agency Sid Lee, kicked off on 30 August with national US television commercials which are supported by social media and digital activations, retail initiatives and out-of-home advertising throughout the autumn.
The hero TV ad, ‘Shopkeeper’, is essentially an ode to the age-old rivalries in college football. It features a shopper picking up beer ahead of the big game who encounters a rival fan in the shopkeeper. This leads to some playful intimidation followed by a first bump.
This creative approach sets the tone for the rest of the online spot series which focuses on the joyful highs and lows of college football experiences.
The creative continues the brand’s existing ‘A Dos Of’ campaign which first launched in April 2021.
“College football game days are more than just a tradition for Dos Equis drinkers. They are, without exaggeration, a way of life,” explained Dos Equis Senior Brand Manager Ashleigh Phelps. “It’s been inspiring to curate a series of advertisements, on-the-ground stunts and partnerships that speak to the competitive spirit of the sport and our core campaign message of getting the most out of life with Dos Equis as the catalyst.”
Dos Equis has also partnered with ‘Tailgate Guys’: an on-demand tailgate setup service available at more than 40 colleges nationwide, as the group’s unique import beer for the 2021 season.
Comment:
The campaign continues to expand Dos Equis’ increasingly strong footprint in college football: one which already includes on-the-ground activations across the country, a game day sponsorship with Fox Sports, and multiple university-specific partnerships.
This latest college football tie-up is part of a wider activation programme which includes influencer marketing, on-the-ground stunts and college team partnerships (including with the University of Georgia, Ole Miss, USC, UCLA and Texas A&M) as Dos Equis seeks to enhance the college football fan experience nationally and its sports engagement strategy.
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