Dos Equis Channels the Spirit of Halloween

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Dos Equis Channels the Spirit of Halloween


WHITE PLAINS, N.Y. — Dos Equis is helping consumers celebrate Halloween with the brand's annual Masquerade promotion, running now through Oct. 31. This year marks the program’s fifth consecutive year.

“As a brand, Dos Equis encourages consumers to be interesting and spontaneous and Halloween is the holiday that encompasses this uninhibited spirit,” said Leanne Maciel, manager for Dos Equis, a brand of White Plains-based Heineken USA.

“We know that more than half of adults are likely to throw or attend a Halloween party that features alcohol, creating a great opportunity for retailers to utilize creative programs, like Masquerade, to drive profit," she added.

To support the campaign, Dos Equis has made available a series of point-of-sale materials to retailers, including case stackers, standees, pole toppers and interactive decals, as well as door handles and fridge headers that aim to encourage cross-category purchases of Jim Beam products.

Mail-in rebate and instant-redeemable coupon offers for salty snacks and Halloween supplies are also available, according to the brand.

On-premise programming includes banners, posters, table tents and coasters with a call-to-action directing shoppers to where they will find party planning details and entry into a consumer sweepstakes that will award a grand-prize trip to New York City to attend a Dos Equis-inspired event. 

Additional support of the campaign includes national TV, radio and out-of-home advertising, as well as digital partnerships with Evite, Ibotta and Valassis Digital.

“Historically, the Dos Equis Masquerade promotion is a proven seller, driving [upwards of] 20-percent growth in off-premise and growing over two times faster vs. the category in on-premise. This year will be no exception," Maciel said.