WHITE PLAINS, N.Y. -- This spring, the Dos Equis beer brand will bring back its "Dos de Mayo" retail and on-premise program in an effort to help consumers discover more interesting and meaningful celebrations leading up to the Cinco de Mayo holiday.
On the heels of the 2013 Dos de Mayo campaign, Dos Equis saw double-digit sales growth at retail and outpaced key Mexican beer competitors when on feature, display or both.
Leveraging the success of last year’s inaugural Dos de Mayo campaign, the program this year will include limited-edition packaging on 6-, 12- and 24-packs of Dos Equis Lager and Dos Equis Ambar; Cinco-themed cross-merchandising offers at retail; and a proprietary Dos de Mayo photo app, where users can snap photos, customize them with Cinco-themed frames and stamps, and share with friends.
The limited-edition bottle labels and packaging will be cross-merchandised with brands like Avocados from Mexico, RiceSelects, La Tortilla Factory, Cholulu Hot Sauce and 1800 Tequila, which will provide instant redeemable coupon and mail-in rebate offers.
In addition, festive display and point-of-sale materials will be available to retailers, including price cards, tuck cards, "Most Interesting Man" standees, and a new eight-case stacker.
The program will run from April 1 through May 5.
"This year’s program encourages our consumers to come together in new ways and celebrate with Dos Equis whether at home or out with friends at a favorite bar," said Gwendolyn Boyce, brand director. "It also provides all of the elements retailers and on-premise accounts need to drive sales of premium Dos Equis Lager and Ambar during the weeks leading up to and including Dos and Cinco de Mayo."
Dos Equis is a brand of White Plains, N.Y.-based Heineken USA.