Dos Equis Invites Consumers to Celebrate Cinco de Mayo with New Promo

Dos Equis is giving legal drinking aged-plus consumers everything they need for their best Cinco de Mayo celebration ever.  The fully-comprehensive program featuring national TV advertising, media partnerships, limited-edition packaging and a national sweepstakes, will encourage consumers to celebrate with Dos Equis and enter for a chance to win items from the Most Interesting Man’s coveted collection of worldly possessions guaranteed to upgrade any Cinco de Mayo celebration.

“As the upscale Mexican import of choice, Dos Equis Cinco de Mayo program has all the elements to stand out from the competition during the weeks leading up to Cinco de Mayo, a holiday typically cluttered with Mexican beer brand promotions,” says Andrew Katz, vice president of marketing for Dos Equis. “By upping the stakes and making things even more interesting this celebratory season, Dos Equis will be the beer of choice for Cinco de Mayo.”

To drive awareness of the program, dedicated TV spots running from late March through Cinco de Mayo accompanied by heavy-up social media support will initiate program buzz and drive mass conversation, say company officials. Additionally, Dos Equis is partnering with digital vendors including Evite, Google Search, Ibotta, and Drizly to deliver targeted content and offers designed to drive shoppers online to enter the sweepstakes and in-store to purchase Dos Equis.

In-store, eye-catching, scalable displays will encourage shoppers to choose Dos Equis to elevate their Cinco celebrations. In addition, limited-edition primary and secondary packaging for Dos Equis Lager and Ambar will drive appeal and purchase while compelling instant redeemable coupon and mail in rebate offers (where legal) provide retailers with secondary display opportunities to drive higher basket rings. 

On-premise, custom designed POS elements will drive engagement and incremental sales of Dos Equis, officials add. In select accounts, Dos Equis ambassadors will be on hand to sample patrons (where legal), invite them to enter the sweepstakes and encourage them to choose Dos Equis for a more interesting Cinco celebration.

Through pre-shop tactics, in-store and on-premise merchandising and on pack messaging, Dos Equis will invite consumers to enter the program sweepstakes for a chance to win items from the Most Interesting Man’s coveted collection of worldly possessions. Whether it’s a trip to his hacienda in Mexico, his Spanish guitar as seen in last year’s Cinco commercial or the portrait of a woman from his last TV appearance, all prizes are one of a kind items guaranteed to upgrade any Cinco celebration, according to officials.

The call to action will drive consumers to dosequis.com, which will serve as the hub for fans, shoppers and patrons to enter the sweepstakes and get tips on how to celebrate Cinco.

“Dos Equis’ Cinco de Mayo programs are a proven success,” says Katz. “The Dos Equis franchise outpaces the competition during the week leading up to and including Cinco. Our 2016 program is designed to take our consumers and our retail partners Cinco de Mayo experience to even greater heights in 2016.”