WHITE PLAINS, N.Y., June 23, 2015 /PRNewswire/ -- Summer is the time of year to let loose with friends, make new ones and try interesting things — all you need is a little moonlight and some Dos Equis. This summer, Dos Equis encourages fans ages 21 and over to see the rise of the moon as the cue to turn casual gatherings into extraordinary celebrations. Dos Equis' "Luna Rising" campaign taps into the energy of the moon and evening drinking occasions proving that "as the moon rises, so do the possibilities."
With the program launch, Dos Equis is giving eight eligible fans a chance to win an all-expense paid trip for two to the Luna Rising full moon party in San Diego on August 29, 2015, amongst other secondary prizes. Through July 30, fans can enter the contest by posting full moon and summer night photos to Instagram using #LunaRising or by uploading them to DosEquis.com/Luna Rising. Every photo posted or uploaded represents a chance to win.
Dos Equis is also rolling out two limited-edition label and packaging designs for its Lager and Ambar brews. Each pack and bottle will feature new lunar-themed branding, with unique codes that are printed on the back label of the bottles to enter the contest. Visit DosEquis.com/LunaRising to enter codes and be automatically entered for a chance to win. Every unique code entered represents a chance to win.
"The moon is a source of curiosity, mystery and intrigue which perfectly fits the mystique of the Dos Equis brand," said Ryan Thompson, Brand Director for Dos Equis. "This summer Dos Equis will own the transition from day to evening drinking, encouraging our guy to turn their summer nights into legendary celebrations."
The Luna Rising campaign also features a radio spot as well as a new "Most Interesting Man in the World" commercial airing throughout the summer. The 15-second spot on "Making the Most of Summer Nights" features the iconic character giving a nod to the moon with the proclamation: "Even the brightest moon has a dark side…it's your job to find it."
To get inspiration on how to transform your summer nights into more interesting evenings and rise with the moon, check out the video from our full moon kickoff party in Austin, TX at DosEquis.com/LunaRising. Fans can visit our website throughout the summer for updates on ongoing contests, news and information. Dos Equis Luna Rising is part of an ongoing commitment to help fans live the "Stay Thirsty" mindset during the summer months.
About HEINEKEN USA:
HEINEKEN USA Inc., the nation's leading upscale beer importer, is a subsidiary of Heineken International BV, the world's most international brewer. European brands imported into the U.S. include Heineken Lager, the world's most international beer brand, Heineken Light, Amstel Light, Newcastle Brown Ale, and Strongbow cider. HEINEKEN USA also imports the Dos Equis portfolio, Tecate portfolio, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the HEINEKEN USA-sponsored Taxi Magic™ application from your smartphone at taximagic.heineken.com.
Dave Brigandi, Edelman
SOURCE HEINEKEN USA