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This fall, Dos Equis invites adult consumers and retailers to celebrate Halloween with the brand’s “Discover the Masquerade” program, a series of offers, sweepstakes and unique content, accessible through mobile devices and Facebook. The program runs through the month of October.
To encourage incremental display activity and to generate consumer excitement, Dos Equis will provide retailers with Masquerade-themed display and POS items, including posters, pennants, coasters and table tents. SnapTag codes printed on POS items invite shoppers, through smartphone technology, to snap the code for a chance to win Dos Equis prizes.
Additionally, cross merchandising IRC and MIR offers will be available on the purchase of Dos Equis and Halloween related items (where legal) to encourage out-of-section displays and increase retailers' basket rings.
Dos Equis’ “The Most Interesting Man” will, once again, host the Masquerade Ball in New York City. To round out the guest list, he is searching for the perfect guest to join him for the gala event. Interested consumers are invited to apply on Facebook.
“The Most Interesting Man believes, despite the candy and costumes, that Halloween is truly an adult celebration,” said Ryan Thompson, brand manager for Dos Equis, a brand of Amsterdam-based Heineken USA. “Through the Masquerade retail program, he invites consumers to explore the mystery and intrigue of the holiday while providing retailers with the display and merchandising elements necessary to bring this Reggie award-winning concept to their outlets and capitalize on the holiday’s increasing popularity."
As the world's most international brewer, Heineken's imported brands include Amstel Light, Newcastle Brown Ale, Tecate, Dos Equis, Sol, Indio and Carta Blanca, among others.