Dos Equis Kicks Off 'Dos De Mayo' Campaign

WHITE PLAINS, N.Y. -- Dos Equis officially kicked off its new Cinco de Mayo campaign, “Dos de Mayo,” which urges celebrants to start the party early since the holiday falls on a Sunday this year.

Dos de Mayo began Wednesday with an exclusive online video missive from Dos Equis' "The Most Interesting Man in the World," who issued a call to arms to “mobilize your friends, your co-workers, your neighbors…everyone,” in an effort to start the festivities early.

“With ‘Dos de Mayo,’ we’re looking forward to putting a unique and ownable twist on the Cinco de Mayo holiday,” said Gwendolyn Boyce, brand director for Dos Equis, a brand of White Plains, N.Y.-based Heineken USA. “Interesting is in our brand DNA, and we’re eager to give fans an opportunity to come together and celebrate with us at bars all over the country, and at a Dos de Mayo party with Maxim in Los Angeles.”

Fans 21 and older can visit Maxim.com/DosdeMayo to enter for a chance to win an all-expense paid trip for two to the official Dos de Mayo bash in Los Angeles. Fans can also visit DosdeMayo.com for a variety of content, including The Most Interesting Man video dispatch, details on the Dos de Mayo Maxim kickoff contest, plus a link to the official Dos de Mayo Facebook invite.

Dos de Mayo and this year's extended Cinco de Mayo celebration are part of an ongoing effort from Dos Equis to help fans “Stay Thirsty” by facilitating interesting and unexpected experiences. To connect people celebrating nationwide, fans are encouraged to post photos and updates using hashtag #DosdeMayo on Facebook, Twitter and Instagram.

Heineken USA is a subsidiary of Heineken International.