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For its fifth consecutive year, Dos Equis is helping consumers celebrate Halloween with the brand's annual Masquerade program, slated to run through Oct. 31.
“As a brand, Dos Equis encourages consumers to be interesting and spontaneous and Halloween is the holiday that encompasses this uninhibited spirit,” said Leanne Maciel, manager for Dos Equis, a brand of White Plains, N.Y.-based Heineken USA.
“We know that more than half of adults are likely to throw or attend a Halloween party that features alcohol. creating a great opportunity for retailers to utilize creative programs, like Masquerade, to drive profit," she said.
In support of the campaign, Dos Equis has made available a series of POS materials to retailers, including case stackers, standees, pole toppers and interactive decals, as well as door handles and fridge headers that aim to encourage cross-category purchases of Jim Beam products. Mail-in rebate and instant redeemable coupon offers for salty snacks and Halloween supplies are also available.
On-premise programming includes banners, posters, table tents and coasters with a call-to-action directing shoppers to DosEquis.com/Masquerade where they will find party planning details and entry to the consumer sweepstakes, which will award a grand-prize trip to New York City to attend a Dos Equis-inspired event.
Additional support of the campaign includes national TV, radio and out-of-home advertising, as well as digital partnerships with Evite, Ibotta and Valassis Digital.
“Historically, the Dos Equis Masquerade promotion is a proven seller, driving +20% growth in off-premise and growing over two times faster versus the category in the on-premise. This year will be no exception," Maciel said.