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Dos Equis Lager is getting ready for spring with its “Lost Art of Celebrating Cinco” retail program. Endorsed by the brand’s Most Interesting Man in the World, the multichannel campaign aims to spur adult consumers to celebrate Cinco de Mayo in a more lively fashion, while providing retailers with the necessary tools to ramp up their Cinco promotions.
“The Dos Equis consumer wants to experience life a little differently than the herd,” explained Paul Smailes, senior brand director for Dos Equis, a brand exclusively imported to the United States by White Plains, N.Y.-based Heineken USA Inc. “Our Lost Art of Celebrating Cinco program elements encourage consumers to raise their Cinco celebrations to a new level, whether entertaining at home or gathering at their favorite restaurant or bar. The program provides retailers with relevant visibility elements and offers (as legal) that will engage their customers and increase take-away of Dos Equis and other Cinco related products.”
At retail, Dos Equis themed display enhancers include a portable wooden bar, wooden crate cooler and a Most Interesting Man standee, accompanied by Discover the Lost Art of Celebrating Cinco’ mass display units, pole toppers and themed POS. Unique Cinco recipes and The Most Interesting Man Lost Art Cinco tips will encourage consumers to hold their own ultimate Cinco parties. Additionally, IRC and MIR cross-merchandising offers with Cinco-relevant partners such as Hornitos and Sauza Tequila (available only in channels that sell beer and spirits), Cholula Hot Sauce, fresh produce and tortilla chips, will give shoppers ideas on what to serve at their gatherings.
“This year’s concept brings the celebration of Cinco de Mayo to life in exciting and unconventional ways that are inspired by the Most Interesting Man in the World himself, while providing the trade with the tools to drive their higher-profit Dos Equis beer sales,” noted Smailes.