63 Online Interactive Campaign

The Dos Equis Seis-Foot Cooler

How does a beer brand respond to new COVID guidelines during its key sales season? By making social distancing more interesting.

With a new advertising campaign put on pause by the pandemic, Dos Equis needed to lift the darkness on marketing just in time for the key summer sales season. To go beyond words of encouragement, we instead provided a way to meet up (kinda) for beers by introducing the Seis-Foot Cooler, a limited-edition, six-foot-long cerveza chiller that doubled as a social distance measuring device.

Results

The Seis-Foot Cooler proved to be a hit across earned, owned and social media, amassing more than 914 million impressions, while spiking year-over-year sales by 5.4 percent. As noted by Good Morning America reporter Kelly McCarthy on Twitter, “Nothing else will measure up to this level of marketing to encourage socially distancing this summer.”