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This spring, Dos Equis will extend the season of Cinco de Mayo with a five-week program that includes exclusive content and inspiration taken from chapters of the Most Interesting Man in the World’s unpublished memoirs. The collection of rituals, feasts and adventures is designed to 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 for Dos Equis, a brand of White Plains, N.Y.-based Heineken USA. “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 offering in-store Cinco-themed displays, POS materials and a take-one booklet with exclusive celebratory content. 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 will also be available.
Dos Equis will also provide on-premise, Cinco-themed party items including straw cowboy hats, beads, maracas, castanets and tattoos, as well as a Dos Equis Cinco iPad application. Turnkey account activation will give on-premise operators solutions to drive repeat traffic to their account throughout the month leading up to the holiday.
Additionally, 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 responsibly, with POS materials highlighting the Taxi Magic app that connects consumers to an ever-ready tool for a safe ride home.
Heineken USA, a subsidiary of Heineken International BV, imports a variety of brands into the U.S., including Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale, Strongbow cider, Dos Equis, Tecate, Sol, Indio and Carta Blanca.