Dos Equis to Launch Cinco de Mayo Celebration

This spring, Dos Equis will launch its "Dos de Mayo" retail and on-premise program in an effort to help consumers discover more interesting and meaningful celebrations leading up to the Cinco de Mayo holiday.

Leveraging the success of last year’s inaugural Dos de Mayo campaign, the program includes limited-edition packaging on 6-, 12- and 24-packs of Dos Equis Lager and Dos Equis Ambar, Cinco-themed cross-merchandising offers at retail, and a proprietary Dos de Mayo photo app. The program will run from April 1 through May 5.

The limited-edition bottle labels and packaging will be cross-merchandised with brands like Avocados from Mexico, RiceSelects, La Tortilla Factory, Cholulu Hot Sauce and 1800 Tequila, which will provide instant redeemable coupon and mail-in rebate offers.

Festive display and POS materials available to retailers include price cards, tuck cards, “Most Interesting Man” standees and a new eight-case stacker.

On-premise, Dos de Mayo-themed POS and party items, including straw cowboy hats, beads, buckets and noise-makers, aim to encourage patrons to download the Dos Equis custom photo app, where they can snap photos, customize them with Cinco-themed frames and stamps, and share with friends.

“This year’s program encourages our consumers to come together in new ways and celebrate with Dos Equis whether at home or out with friends at a favorite bar,” said Gwendolyn Boyce, brand director for Dos Equis, a brand of White Plains, N.Y.-based Heineken USA. “It also provides all of the elements retailers and on-premise accounts need to drive sales of premium Dos Equis lager and Ambar during the weeks leading up to and including Dos and Cinco de Mayo.”

On the heels of the 2013 Dos de Mayo program, Dos Equis sales saw double-digit growth at retail and outpaced key Mexican competitors when on feature, display or both.