Real-Time Response 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 advertising efforts grounded by the pandemic, Dos Equis needed to lift the darkness on marketing just in time for the key summer sales season. The brand wanted to go beyond words of encouragement by providing a way to meet up (kinda) for beers. Enter the Seis-Foot Cooler. Part cerveza chiller, part six-foot-long social distance measuring device, available free for responsible drinking buddies.

Results

A response to social distancing begets an overwhelmingly positive response.

The Seis-Foot Cooler proved to be a hit across earned, owned and social media. Word of the most interesting beer’s social distancing innovation amassed more than 914 million impressions, while spiking year-over-year sales by 5.4%. 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.”