This spring, Dos Equis is extending the season of Cinco de Mayo with a 5-week program that includes exclusive content and inspiration taken from chapters of the Most Interesting Man in the World’s unpublished memoirs. This collection of rituals, feasts and adventures will encourage adult shoppers and on-premise patrons, age 21 and older, to create and share their own legendary experiences as they prepare for their Cinco de Mayo celebration.
“Cinco de Mayo continues to grow in popularity among consumers across the country and offers a most interesting opportunity for friends to get together to celebrate,” said Gwendolyn Boyce, Brand Director, Dos Equis for HEINEKEN USA “When planning their get togethers, Dos Equis, is the best place to start. In 2012, Dos Equis experienced a 24.8% lift in cases during the Cinco season. This year, our season of Cinco program takes the celebration to a new level by providing retailers and consumers with reasons to celebrate not just on Cinco de Mayo itself but during the weeks leading up.”
At retail, Dos Equis is providing the tools and compelling offers that will keep shoppers coming back for more, long before and after Cinco de Mayo. In-store Cinco-themed display, POS materials and a take-one booklet with exclusive celebratory content, will bring the Cinco Season to life while Cinco-inspired channel specific IRC (instant redeemable coupons) and MIR (mail in rebate) offers on Pace® brand salsas, Pepperidge Farm® Baked Naturals® chips, 1800® Tequila and other fiesta related items (where legal) will inspire consumers to create their own Cinco rituals to celebrate all month long.
“Beer cocktails are fast-growing in popularity and there is no better tasting beer cocktail than the Dos-Arita - a delicious, refreshing margarita made with Dos Equis,” added Boyce. “This year, we are promoting our proprietary cocktail (recipe below) through dedicated POS and a cross-merchandising program with 1800® Tequila (where legal) to provide consumers with another twist on their Cinco celebrations and retailers with an easy way to increase their register rings.”
On-Premise, Dos Equis Cinco-themed POS and party items including straw cowboy hats, beads, maracas, castanets and tattoos as well as an engaging Dos Equis Cinco iPad application will be available to encourage patrons to celebrate Cinco de Mayo. Turnkey account activation provides on-premise operators with solutions to drive repeat traffic to their account throughout the month leading up to the holiday. Dos Equis Ambassadors will be on hand, in select accounts (where legal), to engage consumers and encourage them to celebrate in the spirit of Cinco de Mayo with Dos Equis Lager and Dos Equis Ambar. As always, Dos Equis encourages consumers to celebrate Cinco responsibly, with POS materials highlighting the Taxi Magic® app that connects consumers to an ever-ready tool for a safe ride home.
Enjoy the delicious Dos-Arita with fajitas or your favorite Cinco de Mayo food selections.
½ oz 1800® Silver Tequila
¼ oz Triple Sec
2 oz Sour Mix
12 oz Dos Equis Lager Especial
Combine tequila, triple sec and sour mix with ice in a mixing glass. Shake and pour over ice in a 16 oz salt-rimmed (optional) glass. Garnish with a lime wedge. For frozen Dos-Arita, mix ingredients in a blender with ice.
 HEINEKEN USA Cognos Data; June 2012