89A CSR Marketing & Specialty Advertising -Single Unit

The Dos Equis Seis-Foot Cooler

Dos Equis encourages drinking responsibly even more responsibly.

As COVID continued to spread during the summer of 2020, Dos Equis wanted to encourage social distancing in a time where friends and family were itching to meet up. But it had to be done in the right tone – conveying the message in a way that respected the situation, but lightened the mood in our own clever and unexpected way.
So we created the Seis-Foot Cooler, a limited-edition, six-foot-long cerveza chiller that doubled as a social distance measuring device. Social posts for the cooler acted as fun reminders to drink even more responsibly by staying at least six feet apart during any outdoor summer hangs.

Results

The Seis-Foot Cooler proved to be a hit across earned, owned and social media, amassing more than 914 million impressions, with nearly 100 percent mentioning the importance of social distancing. 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.”