Dos Equis Extends Cinco Celebrations
Dos Equis is once again inviting consumers to showcase their individuality and make one of the most anticipated party occasions of the year even bigger. This year’s Dos Equis’ Dos de Mayo retail program is geared towards helping consumers celebrate the biggest Saturday ever 
with elements including National TV, digital and social media, consumer sweepstakes, in-store displays, POS and Cinco relevant cross-merchandising offers designed to inspire consumers to step up the fiesta and start their Cinco celebrations early on Saturday, Dos de Mayo.
“For Dos Equis drinkers, Cinco de Mayo has always been a time to celebrate in creative ways with a more interesting beer,” said Ryan Thompson, Brand Director for Dos Equis, HEINEKEN USA. “With Cinco falling on a Tuesday this year, we’re helping people start the party early with Dos Equis on Saturday, May 2 – Dos de Mayo. This year’s Dos de Mayo program delivers consumers the most interesting Cinco party yet while providing retailers the opportunity for higher sales and profits of Dos Equis.”
Taking this year’s program up a notch, consumers with May 2nd birthdays, in select markets, will receive a most interesting birthday wish fro
m Dos Equis featuring an exclusive surprise. In addition, Dos Equis is asking consumers to share the most extraordinary way they celebrate Cinco de Mayo and tag it with #DosDeMayo on Twitter for the chance to win a VIP trip to an exclusive Dos Equis event.
To drive awareness and build program buzz, Dos Equis is partnering with digital vendors including Brand.net, Google Search and Ibotta 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 encourage shoppers to trade up to Dos Equis and start their Cinco celebrations early. Exclusive partnerships with occasion relevant brands including Avocados from Mexico®, Casa Sauza® Tequila and Twang® Beer Salts, provide shoppers with compelling IRC (instant redeemable coupon) and MIR (mail in rebate) offers (where legal) and retailers with secondary display opportunities to drive higher basket rings. Festive merchandising items including bins, wraps, banners, wall murals, piñatas and the Most Interesting Man Standees are available to encourage purchase of Dos Equis and Cinco party essentials.
Thompson concluded, “We are bringing back our Dos de Mayo program in a big way with a focus on the extended party occasion. This year, Dos Equis will be leading the way as the brand that delivers the most interesting Dos and Cinco de Mayo celebration to consumers and retailers alike.”
Dos Equis Dos de Mayo program runs April 1st through May 5th.
