Dos Equis Reveals Its "Most Interesting Tricks" Halloween On-Premise Program

WHITE PLAINS, NY (September 20, 2010) – Playing off the hugely popular Most Interesting Man campaign and a successful 2009 fall program, Dos Equis is again revealing what it has up its sleeve this Halloween with the 2010 Most Interesting Tricks program. Dos Equis Most Interesting Tricks invites consumers (21+) to cultivate the art of illusion and challenge friends and fellow Halloween enthusiasts with magic tricks inspired by the Most Interesting Man while providing on-premise operators the tools to magically grow their Dos Equis sales during this frightfully fun-filled fall holiday.

“Last year we introduced the Dos Equis Most Interesting Tricks Halloween program and the results were tremendous – beyond expectation,” said Paul Smailes, brand director on Dos Equis at Heineken USA. “This year we are refreshing the program to further increase display activation, purchase intent and drive trial of Dos Equis Lager and Ambar.  Adult consumers are increasingly looking to Halloween as a time to let loose and have fun and this initiative appeals to the trickster in us all. The Most Interesting Tricks program includes all of the elements consumers need to make their Halloween party more interesting and provides our retail and on-premise partners clever and mysterious Halloween themed merchandising and POS materials to offer their customers added value while consistently improving their own bottom line.”

On-premise, consumers will be treated to a fun-filled brand experience that will reaffirm Dos Equis as the beer choice for most interesting individuals. During Most Interesting Tricks promotions, costumed Dos Equis brand ambassadors will invite consumers to perfect the art of the illusion, test the theory that the hand is quicker than the eye and impress their friends by learning magic from Dos Equis’ bag of tricks. POS items including table tents, coasters, pennants, framed Most Interesting Man posters and trick kits will inspire customers (LDA+) to join in on the fun with Dos Equis.

Smailes added, “For Dos Equis consumers, Halloween is all about interesting and the Dos Equis Most Interesting Tricks program will, once again, capture consumers’ attention, provide an engaging on-premise experience and provide them with everything they need to host the most entertaining and fun Halloween gathering, ultimately helping the trade maintain their strong sales momentum on this great brand.”

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