Do you ever wish the Mexican celebration Cinco de Mayo lasted more than one day? Dos Equis does; that’s why the beer brand—which last year saw a 24.8% lift in cases during the Cinco season—is providing retailers, on-premise operators and consumers with reasons to celebrate not just on Cinco de Mayo itself but during the weeks leading up to May 5.
Dos Equis, a Heinneken USA brand, is extending the life of Cinco de Mayo with a five-week program. The campaign that includes exclusive content and inspiration taken from chapters of the Most Interesting Man in the World’s unpublished memoirs.
The brand hopes this collection of rituals, feasts and adventures will encourage adult shoppers and of-age, on-premise patrons to create and share their own experiences as they prepare for their Cinco de Mayo celebration.
For on-premise operators, Dos Equis Cinco-themed POS and party items will include straw cowboy hats, beads, maracas, castanets and tattoos. A Dos Equis Cinco iPad application will be available to encourage patrons to celebrate Cinco de Mayo.
And where legal, Dos Equis ambassadors will be on hand in select accounts to engage consumers and encourage them to celebrate in the spirit of Cinco de Mayo with Dos Equis beers.
For more and a recipe for a Dos-Arita cocktail, read the full release.
