NEW YORK — Dos Equis is bringing back its annual Cinco de Mayo marketing program, but this year, the imported Mexican beer brand aims to take the festive experience to even greater heights.
A highlight of its 2016 Cinco de Mayo program is a national sweepstakes in which participants can enter to win items from the "Most Interesting Man," such as a trip to his hacienda in Mexico, his Spanish guitar seen in last year’s Cinco commercial, or the portrait of a woman from his latest TV appearance.
“As the upscale Mexican import of choice, Dos Equis’ Cinco de Mayo program has all the elements to stand out from the competition during the weeks leading up to Cinco de Mayo, a holiday typically cluttered with Mexican beer brand promotions,” said Andrew Katz, the brand's vice president of marketing. “By upping the stakes and making things even more interesting this celebratory season, Dos Equis will be the beer of choice for Cinco de Mayo.”
The comprehensive, 360-degree program is being supported by national TV advertising, including dedicated TV spots running from late March through Cinco de Mayo; as well as heavy social media support, with the goal of initiating program buzz and driving mass conversation.
Additionally, Dos Equis is partnering with digital vendors like Evite, Google Search, Ibotta and Drizly to deliver targeted content and offers designed to drive shoppers online to enter the sweepstakes and in-store to purchase Dos Equis, where they will find limited-edition Dos Equis Lager and Ambar packaging.
In-store, eye-catching, scalable displays will encourage shoppers to choose Dos Equis to elevate their Cinco celebrations, as will instant-redeemable-coupon and mail-in-rebate offers, where legal.
The call to action will drive consumers to dosequis.com, which will serve as the hub for fans, shoppers and patrons to enter the sweepstakes and get tips on how to celebrate Cinco.
“Dos Equis’ Cinco de Mayo programs are a proven success. The Dos Equis franchise outpaces the competition during the week leading up to and including Cinco,” noted Katz. “Our 2016 program is designed to take our consumers’ and our retail partners’ Cinco de Mayo experience to even greater heights in 2016.”
Dos Equis is a brand of New York-based Heineken USA Inc., which also imports the Dos Equis franchise, Tecate franchise, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.