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NEW YORK — Dos Equis is inviting consumers to showcase their individuality and make one of the most anticipated party occasions of the year even bigger.
Its Dos de Mayo retail program will help consumers celebrate the biggest Saturday ever with elements including national TV, digital and social media, consumer sweepstakes, in-store displays, point of sale and Cinco-relevant cross-merchandising offers.
The program is designed to inspire consumers of legal drinking age to step up the fiesta and start their Cinco celebrations early on Saturday, "Dos de Mayo," according to the company.
"For Dos Equis drinkers, Cinco de Mayo has always been a time to celebrate in creative ways with a more interesting beer," stated Ryan Thompson, brand director for Dos Equis, Heineken USA. "With Cinco falling on a Tuesday this year, we're helping people start the party early with Dos Equis on Saturday, May 2 — Dos de Mayo. This year's Dos de Mayo program delivers consumers the most interesting Cinco party yet while providing retailers the opportunity for higher sales and profits of Dos Equis."
In select markets, consumers with May 2 birthdays will receive a birthday with from Dos Equis featuring an exclusive surprise. Additionally, Dos Equis is asking consumers to share the most extraordinary way they celebrate Cinco de Mayo and tag it with #DosDeMayo on Twitter for the chance to win a VIP trip to an exclusive Dos Equis event.
In order to drive awareness and build program buzz, Dos Equis is partnering with digital vendors such as Brand.net, Google Search and Ibotta to deliver targeted content and offers designed to drive shoppers online to enter the sweepstakes and in-store to purchase Dos Equis. In-store, scalable displays encourage shoppers to trade up to Dos Equis and start their Cinco celebrations early.
Exclusive partnerships with occasion-relevant brands, including Avocados from Mexico, Casa Sauza Tequila and Twang Beer Salts, provide shoppers with compelling instant redeemable coupons and mail-in rebate offers and retailers with secondary display opportunities to drive higher basket rings. Festive merchandising items including bins, wraps, banners, wall murals, piñatas and the Most Interesting Man Standees are available to encourage purchase of Dos Equis and Cinco party essentials.
"We are bringing back our Dos de Mayo program in a big way with a focus on the extended party occasion," Thompson said. "This year, Dos Equis will be leading the way as the brand that delivers the most interesting Dos and Cinco de Mayo celebration to consumers and retailers alike."
The Dos Equis Dos de Mayo program runs April 1 through May 5.