Summer officially began last week, and while many of the activities that beer drinkers look forward to during the warmer months have been canceled as a result of the Covid-19 pandemic, beer brands are looking for ways to encourage some of the lower-risk summer pastimes.
With that in mind, Dos Equis created a cooler to help. It’s six feet long, so you can invite your friends over for a cold one, and then keep them at a safe distance on the other end of the cooler.
The “Seis-Foot Cooler,” as the brand has dubbed it, is available on a first come, first served basis to anyone who buys a Dos Equis and sends the receipt to the brand starting at 11 a.m. on June 26.
“Just because we have to social distance doesn’t mean we have to skip out on summertime entirely,” said Edith Llerena, senior brand manager for Dos Equis. “There’s a responsible way to drink responsibly throughout the summer.”
Llerena added that the cooler allows beer drinkers to “reclaim a piece of the vision they had for a normal summer,” despite the abnormal circumstances.
The cooler giveaway follows a larger trend in experiential advertising that’s required brands to come up with in-home alternatives to the activations that were getting consumers talking prior to the pandemic. Without the ability to draw crowds to an in-person event, many are leaning on the kinds of branded experiences they can send straight to consumers’ homes.
The “Seis-Foot Cooler” campaign, created by agency Fast Horse, has a dedicated landing page and Dos Equis will be promoting it across its social channels and through nine influencer partnerships. A couple of those partners, like Grill Dads and Dallas Love List, have already started promoting the coolers on their Instagram Stories. In-feed content will go live on Friday.
While the brand declined to share how many coolers it’s producing, it’s also partnering with alcohol delivery service Drizly to provide discounts for beer drinkers who aren’t able to snag one before they run out.
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