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    Dos Equis Unmasks New Halloween Promotion

    Most Interesting Tricks aims to drive purchase of Dos Equis Lager and Ambar beer.

    WHITE PLAINS, N.Y. -- Playing off its successful "Most Interesting Man" campaign, Dos Equis is unmasking the Most Interesting Tricks Halloween program, which invites consumers to cultivate the art of illusion and trickery, while providing retailers and on-premise operators the tools to levitate their sales during this fun-filled holiday period.

    "We have created this fully integrated and compelling Halloween program to drive display activation, purchase and trial of Dos Equis Lager and Ambar beer by appealing to the trickster in us all," stated Breege Murphy, channel marketing manager for Heineken USA. "The program includes all of the elements consumers will need to invigorate their Halloween entertaining, and provides our retail and on-premise partners clever and mysterious Halloween-themed merchandising and point-of-sale (POS) materials to provide added value to their customers and improve their own bottom line."

    Beginning Oct. 1, consumers will have the opportunity to cash in on special offers from Dos Equis at their favorite liquor, grocery or convenience store outlet. Most Interesting Tricks displays with unconventional display enhancers, including a Dos Equis-branded steamer trunk, framed portraits of the Most Interesting Man and Dos Equis Most Sacred Magician Tricks along with eye-catching pole toppers, price cards, basewrap and cooler decals, will create eerily engaging in-store destinations to promote Dos Equis and support retailer sales growth during the season when entertaining in ghoulish style is all the rage.

    On-premise, consumers will be treated to a fun-filled brand experience aimed at reaffirming Dos Equis as the beer choice for the most interesting individuals. Most Interesting Tricks promotions will invite consumers to perfect the art of the illusion, test the theory that the hand is quicker than the eye and impress their friends by learning magic from the Dos Equis bag of tricks. Costumed Dos Equis brand ambassadors will be on hand to engage consumers and create excitement among account patrons. POS items including table tents, pennants and coasters will inspire customers, 21 and older, to join in.

    "The Dos Equis Most Interesting Tricks program is a great way to capture consumers attention at Halloween whether at a party or at a bar," said Murphy. "Halloween is all about illusion and deception and of course, fun. This program has all of the elements and more to engage consumers with Dos Equis and help them elevate their Halloween experience while helping our trade partners increase their end-of year Dos Equis sales."

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