Premiumizing The College Football Playoff


As the Official Beer Sponsor of the College Football Playoff, Dos Equis wanted to elevate the viewing occasion by positioning Dos Equis Lager & Ambar as the trade-up beers of choice throughout the college football season. We developed Limited Edition program packaging highlighting their partnership and sweepstakes offering. Our solution puts Dos Equis right on the field of play, while the enhanced stadium of fans provides a vivid backdrop for the iconic CFP identity. The golden top serves delivers the sweepstakes offering to win a most interesting viewing experience at the College Football National Championship.


The packaging served as a springboard for the season long promotion, including TV commercials, digital and mobile partnerships, and special offers to drive consumers to local retail and on-premise outlets to purchase Dos Equis. The program will run through January 2017.